Research and Markets: India's TV Industry is Currently Estimated to be Worth USD 6.5 Billion Says 2013 Study

DUBLIN--()--Research and Markets ( has announced the addition of the "India Media and Entertainment Industry - Radio, Television and Broadcast" report to their offering.

Despite reaching 150 million households, the overall TV penetration in India remains low at 63% and is growing steadily in line with economic growth and disposable income. The share of Cable and Satellite based distribution continues to be most popular mode of distribution accounting for 80% share among TV households. Direct to Home (DTH), currently accounts for a smaller share but has been the fastest growing mode and holds more promise, reaching approximately 40m households out of the 150m TV households.

The DTH industry consists of six large players with pan India presence. About 30 Mn rural and remote households still use terrestrial mode to view state owned channels. The analog cable sector is on the verge of migration to digital. Technological constraints in analog cable, with limitations in channel carrying capacity as well as poor quality of signals is driving end users to shift to set top box enabled digital cable and DTH to receive customized and high quality content. Irrespective of the regulation making digitization mandatory, the sector wide consolidation has made local cable operators (LCO) an endangered tribe.

Television Channels (Broadcasters):

India has seen proliferation in the number of channels over the last five years with over 825 active channels, but revenue is concentrated in a few and profitability in the hands of even fewer - primarily the leading Hindi and Local language GECS. This has been primarily due to constraints imposed by analog technology in carrying about 60 channels to the end viewers and upon offering differentiated channel packages to consumers. Those popular channels which have been carried by analog cable have generated high TV viewer ratings and a consequent dominance of ad revenues.

Digitization is expected to even the playing field somewhat and to improve the economics of minority and specialist channels. The channels which were at the mercy of LCOs, post digitization will be able to reach their end user and offer niche content for both subscription revenues and targeted ad revenues. However, if the pace of digitization is delayed, established television channels will in the meantime have no option but to depend on ad revenues as their main revenue source and not on subscriber revenues. Given the prolonged lull in corporate ad spend in television and a hike in the production cost of content, some channels may be forced to look at a consolidation route for survival.

Convergence of digital technologies is also presenting a new revenue stream opportunity for broadcasters to repurpose and monetize content using new digital delivery platforms such as smart phones, thereby prolonging the shelf life of content.

Companies Mentioned:

- Adlabs Radio

- BAG Infotainment

- Bharti Airtel group

- British Sky Broadcasting

- Contiloe

- Doordarshan

- Endemol India

- Hathaway

- Hungama Mobile- iBiquity Digital Corporation

- Indian Readership Survey (IRS)"

- Kal Radio, South Asia


- Malar Publications

- Nielson's TAM group

- OneAlliance

- Optymystix

- Prime Connect

- Radaan

- Sri Adhikari Brothers

- Synergy Media

- TRAI Telecom Regulatory Authority of India

- TV 18 group

- Times of India Group

- Turner International India Pvt Ltd


- Vikatan Televistas


- Zee Network Enterprise

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Research and Markets
Laura Wood, Senior Manager
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector: Media and Entertainment


Research and Markets
Laura Wood, Senior Manager
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector: Media and Entertainment