The evolution of Indian TV media
People staying in the suburbs of 6 metropolitan cities of India might still remember when they picked up their Newspaper (Times of India/ The Hindu ) on 9th September 2010 and flipped it to read; the newspaper started playing an audio. It was an advertisement of Volkswagen Vento. I didn’t actually tried to understand what that talking newspaper advertisement actually said, but the impact of opening the newspaper was good enough for me to remember it for a life time.
Coming to business; that one single full page ad, covering only suburban areas of just six metropolitan cities cost Rs. 85 million to Volkswagen. That’s the media we are going to talk about
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We all know that maximum revenue of media industry; be it TV, Internet, radio, newspaper, magazine etc comes from advertisements. Advertisements are the means of communication between the Industry and the customers.
Ever since its inception, the print media has been a dominant player in the field of media advertising. Upto 1980’s, 80% of the media revenue used to come from print. One major limiting factor for this monopoly was the absence of TV media. There was only one TV channel ‘Doordarshan’ and that too used to be broadcasted for a limited time per day.
Early 80’s, upto 1991 saw the advent of color TV’s in India. As more and more households started purchasing TV’s, the audio visual impact started increasing. TV became more dynamic form of advertising. This saw a decline in the revenue share of print media, but still its position was strong enough at 65%. Year 1991 saw the advent of satellite channels. There were big private players like Star TV, Zee TV and Sony entering the market. This saw a greater dominance of T.V. industry on media sector.
By 2003, country was running specialized channels catering to various segments of the market. The revenue share of TV in media industry had risen to 35%, further lowering the dominance of Print industry. At this time the print industry’s share was reduced to 56%. By 2009 both TV and Print industries were competing head-on with a revenue share of 41% and 46% respectively. As per the latest data by TAM, in 2011 both TV and Print media have occupied around 40-41% of the media revenue.
Media Type | Number of | 1993 | 2010 | % Increase |
T V | Channels | 17 | 400 | 2252% |
Print | National Publications | 303 | 410 | 35% |
Radio | Stations | 90 | 450 | 400% |
Cinema | Theatres | 7692 | 15500 | 101.5% |
Table Showing the Growth of Various Means of Media over past 2 decades in India | ||||
It is evident that TV as a media has grown substantially in last two decades and offers a plethora of opportunities for growth. Thus it becomes a lucrative sector for career development and advancement.
The next article will focus on the structure and organization of media and media agencies.
Data source -TAM
Information Source-Media Industry- Practices in Indian Context by Amitesh Jasrotia
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