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India: Traditional Media
| Contents |
| #1 Television |
| #2 Print |
| #3 Radio |
| #4 Advertising in Traditional Media |
| #1 Television |
Television first came to India in the form of Doordarshan (DD) on Sept 15, 1959. It is the National Television Network of India and is also one of the largest broadcasting organizations in the world. With the emergence of several Indian private broadcasters and the introduction of international satellite services, the television industry has developed significantly. In fact, over the last 10 years, the industry has witnessed a tremendous expansion where there are currently 300 channels available via cable- with 30 news channels in almost all of the 22 official languages in India.
Currently, about 50% of Indian households possess a television, an increase from less than a third in 2001; for Brazil, another emerging market, the figure is more than four-fifths. India’s television business has an estimated $3.4 billion in revenue in 2005, according to PricewaterhouseCoopers. The major players in the television industry are:
· Doordarshan
· STAR TV
· Zee Television
· United Television
· CNN
· Sony Television
· ATN (Asia Television Network)
· BBC World
· SUN TV
· Discovery Channel
Cable and satellite services are slowly being embraced by Indian households. The number of cable and satellite households in India grew by 9% in 2008. The Direct-to-Home (DTH) digital market is expanding quickly and is estimated to be accessed by 10 million households. The average time spent by viewers in India is estimated to be about 145 minutes/day, while more time is spent watching channels in digital homes. Once the DTH market achieves critical mass, niche broadcasters will be in a stronger position to capitalize on the upmarket viewers through advertising and marketing channels.
Television remains the favourite medium of advertising by businesses, according to a report done by WebChutney. In 2008-2009, television accounted for 51.4% of the total advertising expenditure in India. Though estimates suggest that this will fall slightly in 2009-2010 due to increased adoption of online advertising, television remains an important medium that businesses utilize.
Source: http://www.foreignpolicy.com/articles/2009/10/19/revolution_in_a_box?page=full
| #2 Print |
The printed press industry has seen a decline in prominence in Europe and the United States. Yet in India, it is booming due to rising literacy rates and increasing advertising expenditure. India has emerged as the largest newspaper market in the world, according to World Association of Newspapers (WAN)’s figures released 1 October 2009. India overtook China as a leader in 2008 and the country is home to 20 of the 100 largest newspapers in the world. There are currently 62,000 newspapers available in circulation in India, with more expected to emerge.
The growing number of non-English press indicates the broadening appeal of newspapers in India. For example, the number of Hindi newspapers available has risen from less than 8 million in the 1990s, to more than 25 million today. There are now at least 3,200 newspapers published in Hindi, more than 3 times that of English papers available.
The newspaper’s importance in India may be due to the fact that it is relatively free from competition despite the rise of the Internet. Though there are a large number of households who own television sets, there are still many more without. Newspapers are the more accessible alternative, even for rural areas. Moreover, it is not dependent on other factors such as infrastructure or available of electricity, which are both areas that are lacking in India.
After television, print is the second most favoured medium by businesses for advertising. 27.4% of the total advertising expenditure is occupied by the print industry in 2008-2009.This is expected to decline in 2009-2010, to 25.7% due to increased competition from the online medium.
Source: http://www.wan-press.org/article18253.html
| #3 Radio |
Radio is a very important medium in India and according to the latest Indian Readership Survey all Indian radio reaches 24% of the urban population. There are 238 FM radio stations owned by 40 broadcasters. In 2008 the radio industry grew at a rapid speed which can be seen by advertising expenditures increasing by 49%. In 2008 new markets were opened for private Frequency Modulation making this sector grow by 62%. The radio is restricted by the government giving the audience not a big variety in programmes, though stations do try to create loyal listeners by differentiating on music-genre and radio-jockey speak. The popularity of radio is also caused by the fact that local advertisers can reach a large audience in rural areas. A final comment is that the Telecom Regulatory Authority of India will introduce many reforms which will further stimulate revenue growth.
The following players have the most operational stations:
| Broadcaster | # of Stations |
| Big FM | 44 |
| Radio Mirchi | 32 |
| Radio City | 21 |
| South Asia FM | 21 |
| My FM | 17 |
Some players are involved in joint ventures as the government imposes a limit to the amount of stations per broadcaster, making the actual amount of stations bigger than those stated in the table.
Source: http://www.indiantelevision.com/mam/headlines/y2k9/apr/aprmam125.php
| #4 Advertising in Traditional Media |
The Indian advertising and marketing market is worth a total of $4 billion where most of the expenditures occur in the traditional media. Also, currently 82% of the top 500 marketers spend only 5.4% of their budget online. An important reason for business to keep advertising through traditional mediums is that the Internet-penetration in India is low compared to the other mediums. Another remarkable point is that the sectors accounting for a total of 70% of advertising expenses are accountable for only 30% of online-advertising expenditure. This is mainly caused, because the bigger companies see the Internet as a platform for direct marketing rather than a platform for creating conversations. Moreover, research pointed out that another important aspect of Internet advertising is to generate leads and the satisfaction of using social media as an advertising medium is very low. The outlook is positive, however, as it is likely that advertisement spending will fall by 10% while an increase of 44% is expected to be seen in digital media advertising.
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Source: Digital Media Outlook from WebChutney 2009
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Latest page update: made by caleb.cheow
, Nov 16 2009, 12:21 PM EST
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