TV Viewership trends in India 2014

Topics: Television, Satellite television, Broadcasting Pages: 28 (1989 words) Published: January 12, 2015


Table of Contents
Acknowledgement3
Executive Summary5
Media & Entertainment Industry6
Market Size6
Television Industry8
Research Methodology9
Statistical Analysis10
Limitations23
Bibliography24
Annexure25

Executive Summary

The findings of the research were-
On an average a housewife watches TV for about 2.9 hours on a weekday and 3.3 hours on a weekday. Whereas the whole family watches TV for about 4.2 hours on a weekday and 4.8 hours on a weekend. More than 3/4th of the respondents mostly watch TV during 6pm and 12am. Daily soaps and Comedy are the most preferred type of shows by the respondents. Colors, Sony, Star Plus, Zee Marathi, Sab TV dominate the channel category among which Colors emerged out to be the favourite channel of maximum respondents and Comedy nights with Kapil which is aired on Colors every weekend came out to be the most famous show.

Media & Entertainment Industry

The Indian media and entertainment (M&E) industry is full of potential and has a tremendous impact on the country’s economy. As per a FICCI–KPMG report, India’s M&E industry reaches 161 million TV households; 94,067 newspapers; about 2000 multiplexes; and 214 million internet users, of which 130 million access the Internet on their mobile phones. The industry is expected to develop at a compound annual growth rate (CAGR) of 15.2% during 2012–17 wherein digital advertising is expected to have the highest CAGR of 27.7% The industry recorded one of the highest growths in the world in 2010 (11.0%); the growth in 2012 picked up even further to reach 12.6%. Market Size

India’s M&E industry registered a growth of 11.8% in 2013 and touched Rs 91,800 crore (US$ 15.27 billion). The industry has the potential to grow at 14.2% to more than Rs 1.78 trillion (US$ 29.61 billion) in the next four years, as per a report by FICCI–KPMG. With an estimated market size of US$ 5 billion, India is the 14th biggest advertising market globally, as per the latest edition of the Gunn Report. Digital advertising is also expected to witness a CAGR of 27.7% by 2018.

In calendar year 2013, the Indian Media & Entertainment (M&E) industry registered a growth of 11.8% over 2012 and touched INR 918 billon. The overall growth rate remained muted, with a slow GDP growth and a weak rupee. Lower GDP meant lower demand from the consumer and this impacted advertising. At the same time, the industry began to see some benefits from the digitisation of media products and services, and growth in regional media. Gaming and digital advertising were the two prominent industry sub-sectors which recorded a strong growth in 2013 compared to the previous year, albeit on a smaller base. For projections till 2018, digital advertising is expected to have the highest CAGR of 27.7% while all other sub-sectors are expected to grow at a CAGR in the range of 9 to 18%. Overall, the industry is expected to register a CAGR of 14.2% to touch INR 1785.8 billion by 2018.

[Size of the major industry segments (2013)]

Television Industry

The total numbers of Private Satellite TV Channels as on 15-09-2014 are 813(http://mib.nic.in). India has become the third largest TV market with close to 161 million TV households, next to China and the United States. At the same time, the size of the TV industry has witnessed an exponential growth as well. The television industry in India, which was estimated at Rs 41,720 crore (US$ 6.94 billion) in 2013, is projected to increase at a compound annual growth rate (CAGR) of 16.2% over 2013–18, to reach Rs 88,500 crore (US$ 14.72 billion) by 2018. The value of the TV industry is valued at Rs 50,140 crore in 2014 from Rs 18,300 crore in 2006. Television penetration in India is at about 66% and penetration is expected to reach 72% by 2017 The government announced the digitisation of cable television in India in four phases, which would be completed by the end of 2014 The...
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