Better than the Billion

With India emerging as the second most populated country with a whooping count of 1.2 billion, the population has grown tremendously and all though the media has not been really able to knock at each door, digital technology has a promising entry and is looking forward to glorious success. The penetration of digital technologies have been carefully observed by FICCI. However the eurozone crisis and global economy slowdown has left the media and entertainment industry to face some tough questions.

The real challenge for the media firms is in formulating a multi platform distribution stratergy and to reach out to regional pockets of the country while keeping the services affordable for every consumer. A cleaner segmentation is required to customize services to keep it relevant. Alive app from the times group is one such examples that keeps its audience hooked with the edge to interact with the news segment which keeps the reading experience more by interaction and feedback mechanism.

India being loaded with social concerns and youth growing strong in their values, media has a chance to influence the same and engage large number of consumers to creare an awareness and bring reality closer to them. Responsible journalism has a need and to look out for opportunities to enlighten consumers on social issues. Satyameva Jayathe is one such success stories on the television segment.

While the GDP has slowed down, the sun is brighter towards the media industry. The industry has embarked on 12-6% growth rate which is a large growth from 728 Billion rupees in 2011 to 821 billion in 2012. Given the growth of the digital technologies it is expected to gross up to 917 billion rupees.

The television viewership iis at 730 million, 181 million readers, 159 radio listeners and 176 million internet users. The potential only grown larger.

The television continues its position on the top of the list. Music grew at 18% and the animation industry bounced back with a growth of 21%. Radio will continue to grow with phase three to begin the bidding process. The new advertising regulations for television to restrict to limited slot for advertising, radio being the next resort will have stronger aspects in the sales revenues.

With the growth in every sector the advertising sector has grown immensely and the total spent over 2012 was 327.4 billion. The advertising rates too have increased.

Print continues to have the largest portion in revenues despite digitization besides the print having its share in the digital sector with online editions and larger subscriptions.

Digitization of television with phase two reaching to 38 cities, it is changing the television experience. The movies too, have moved on to digitization with distribution Up to 50% movies chose digital while it is expected to turn 100%.

In the overview, Indian literacy rate growing and digitization taking new heights traditional media will have to share the limelight with digital media.

Personally, it will be interesting to see new ventures in the radio sector with the licensing in the new phase and changes in the royalty and regulations the industry can look forward to new concepts and creative challenges in the sector.