With the Indian economy evolving by the day and the spending power of the Indians on an upswing, Television Advertising remains one of the most effective tools for many a consumer brand in India to reaching out to their target audiences glued to the TV sets and watching their favorite Indian TV Channels.
It is predicted by reputed agencies like the Hong Kong based Media Partners Asia (MPA) and France based Mipcom (Marche International des Programmes de Communication) that India will become the largest satellite television market by 2008, Asia’s leading cable television market by 2010, and the most profitable pay-television market by 2015.
As such, no one can doubt even for a single moment that television advertising in India is set for an unprecedented boom and the next few years will see major flux in the Indian television advertising industry.
As of today, India has the third-largest pay-TV market in the world at $4.2 billion, with TV revenues estimated to reach $11 billion by 2011 and $16 billion by 2015. With a penetration level of approximately 120 million television homes in India last year, pay-TV penetration is expect to grow to nearly 90% in another eight years, with 185 million television-owning homes in 2015. India will join Japan as Asia’s top pay-TV market by 2015, with the direct-to-home (DTH) satellite television market expected to grow to 38 million by 2015, up from 2.6 million subscribers in 2006.
All this is a confirmation to the fact that India has strongly emerged as the third largest television market in the world. From having one public service broadcaster during the earlier days to over 350 channels available today and moving on towards having over 700 channels by 2009, the Indian television industry has come a long way and is expected to grow at a very fast pace during the next couple of years with a number of new TV channels slated to launch their operations.
More than 100 new TV channels are scheduled for launch in India over the next 12 months, delivering ever smaller audiences to broadcasters and nudging up their cost of distribution and marketing.
With the total number of channels on air set to hit 700 by 2009, broadcasters will be forced to slash advertising rates and spend heavily on improving technology to ensure their channels are carried into homes, or face the prospect of being swallowed up by rivals.
