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FEATURE
April 28, 2023
Facts of Indian television market
From watching Ramayana and Mahabharata on a bulky wooden packed box, to enjoying the Indian Premier League on sleek, smart screens, the television in India has become a staple in most homes. Adored equally by all, television was the easiest source of accessible media in the country, catering to the needs of over 200 million households. K Dass reviews, Viral Exclusive.
The Indian television market is one of the largest in the world, with a rapidly growing number of channels, viewers, and advertisers. The market has undergone significant changes over the past decade, with the emergence of new technologies, the proliferation of niche channels, and the growth of digital platforms. In this article, we'll explore the current state of the Indian television market, the challenges it faces, and the opportunities for growth.
The Indian television market is dominated by two major players, Star India and Zee Entertainment Enterprises. These two companies account for more than half of the television viewership in the country. Other major players include Sony Entertainment Television, Viacom18, and Sun TV Network. These companies offer a wide range of channels, catering to different audiences and languages.
More channels, more choice
The Indian television market has witnessed significant growth over the past decade, with the number of channels increasing from 300 in 2008 to over 900 in 2021. This growth has been driven by the emergence of niche channels, which cater to specific genres, such as music, movies, sports, and news. The growth of niche channels has been accompanied by a fragmentation of the audience, with viewers increasingly turning to channels that cater to their specific interests.
With 900 channels to choose from, people are spoilt for choice with categories ranging from regional TV shows, to international shows and general entertainment categories and so on. The Hindi general entertainment category channel “Dangal” had over one billion weekly impressions in 2019. The Hindi-speaking market dominates the viewership of the television industry with over ten billion impressions in 2017.
Technological advancements like DTH and IPTV combined with the ever-changing content of the Indian television have had a positive impact on the television industry in the nation. The number of television households in the south Asian country grew over 200 million in 2020. People in the country are making a switch from analogue connections to direct-to-home television in order to get access to more variety and better quality for the same price range.
The Indian television market is also seeing a shift in viewership patterns, with the younger generation increasingly turning to digital platforms for entertainment. The rise of platforms such as Netflix, Amazon Prime, and Hotstar has led to a decline in traditional television viewership, particularly among urban millennials. However, traditional television remains popular among the rural population and older generations.
Despite the growth in the number of channels and viewership, the Indian television market faces several challenges. One of the biggest challenges is the regulatory environment. The government regulates the content that can be broadcast on television, with strict guidelines on issues such as political and religious content. The regulatory environment has also been a barrier to the entry of foreign players into the market.
Another challenge facing the Indian television market is the high cost of content production. Producing high-quality content requires significant investment, and many smaller players in the market struggle to compete with larger players. The rise of digital platforms has also led to an increase in the cost of content, as platforms such as Netflix and Amazon Prime are willing to pay top dollar for exclusive content.
Daily entertainment
With an average of almost four hours spent watching television every day, the television viewership has been on the rise. Despite the availability of cheap data and the rise of entertainment streams like Netflix and Hotstar, the dedication and comfort of having the evening Chai in front of the television seems irreplaceable.
Despite the challenges, the Indian television market offers significant opportunities for growth. One of the biggest opportunities is the growth of digital platforms. As more viewers turn to digital platforms for entertainment, there is a huge opportunity for traditional television players to partner with these platforms or launch their own digital offerings.
Another opportunity for growth is the emergence of regional content. India is a diverse country, with different languages, cultures, and traditions. The rise of regional content has led to an increase in viewership, particularly among the rural population. The emergence of regional content also presents an opportunity for international players to enter the market, by partnering with local players to produce regional content.
The market is also seeing a growth in the advertising industry. With a large and growing audience, television advertising remains a lucrative industry in India. However, the rise of digital platforms has led to a shift in advertising budgets, with advertisers increasingly turning to digital platforms to reach younger audiences.
The Indian television market is one of the largest in the world, with a rapidly growing number of channels, viewers, and advertisers. The market has undergone significant changes over the past decade, with the emergence of new technologies, the proliferation of niche channels, and the growth of digital platforms. The market faces several challenges, including a strict regulatory environment and the high cost of content production.
However, there are significant opportunities for growth, particularly in the areas of digital platforms, regional content, and advertising. As the market continues to evolve, we can expect to see further changes and innovations.
