Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul><li>As online video streaming services are spreading like wildfire and becoming an important part of people's lives, the <keyword id="384076" type="ORGANIZATION" weightage="20" keywordseo="television-industry">television industry</keyword> is also witnessing a <keyword id="413033" type="ORGANIZATION" weightage="20" keywordseo="digital-revolution">digital revolution</keyword>.</li><li>Although the viewing habits are on the cusp of a change, it will still take some time for the digital revolution to penetrate pan-India.</li><li><keyword id="1360010" type="PERSON" weightage="20" keywordseo="Ravi-Adhikari">Ravi Adhikari</keyword>, Promoter/Creative Director, <keyword id="3517320" type="ORGANIZATION" weightage="20" keywordseo="sab-group">SAB Group</keyword> writes about how this digital revolution will also help in the revival of the television industry.</li></ul> <keyword id="515955" type="ORGANIZATION" weightage="20" keywordseo="Cable-Television">Cable television</keyword> has been entertaining the world for more than half a century now. The TV industry has evolved enormously over the years from the black and white variant to colour, big boxes to flat screen, and numbered TV channels booming into countless channels that we are offered today. The class is more inclined towards digital platforms but TV still enjoys the bigger chunk of the audience which is the mass. The kind of content produced for both the platforms should be differentiated on these dynamics. Although the viewing habits are on the cusp of a change, it will still take some time for the digital revolution to penetrate pan-India. Nonetheless, the television industry is in the midst of a digital revolution. Online video streaming services have been spreading like wildfire, empowering consumers to watch what they want, when they want, and where they want. The ramifications of this for the TV industry, per se, have been adverse as networks, with their timeless legacy of linear programming (such as airing news, sports and entertainment at pre-set times) are fighting to stay relevant. Cable and satellite companies, too, have seen their traditional bundles come under attack from a range of streaming offerings. Content producers are striving hard to develop hit shows that would help TV networks and <keyword id="9947510" type="UNKNOWN" weightage="20" keywordseo="digital-aggregators">digital aggregators</keyword> differentiate themselves and capitalize on constantly evolving consumer preferences. Therefore, the TV industry needs evolution rather than revolution to fight the digital boom. The digital industry has seen a growth of 39% over the last few years whereas the TV industry has seen a growth of 10% over the last few years. The growth for the TV industry may not have been as phenomenal as the growth of the digital platforms but the positive side to it is that there is growth nevertheless. And till the time there is growth, there is hope. The first digital revolution occurred in the music industry, that witnessed a transition from radio and physical music ownership like cassettes, CDs and music download websites to music streaming digital platforms. A similar shift is happening in the TV viewing habits. Despite the consumption of video on digital platforms being on the rise in the country, the good old television continues to have an edge in terms of penetration and has large headroom left to fill. In 2019, it was the cable TV that led the market followed by satellite and terrestrial television. Indian broadcasting and the cable TV market is anticipated to go through a robust rate of growth in the near future. The major factors contributing to the rise of the market in India are favourable rules and regulations, technological advancements and ever-growing investment opportunities in the broadcasting and cable TV market. The increasing demand for TV sets, especially in the rural areas, is also one of the key factors supporting the rise of this segment. Further, the emerging entertainment industry with an increasing demand for international TV channels and shows are expected to further propel the growth of the TV market through 2025. With the entry of various Multi System operators (MSOs) in recent times, India has witnessed a surge in the active subscriber base. The digitization of cable TV in India is at an advanced stage with the market being driven by content innovation and variety in the product offerings. TV industry should play on its strengths which is the enormous reach that it enjoys as compared to the digital platform. For brands, TV is an easier and more straightforward way of communicating with and reaching their consumers through advertising. However, for TV to evolve digitally, it is needed that the players in the industry come up with ways to provide real-time data for advertisers, which is otherwise being made possible by the digital platforms. Also, the TV industry needs to devise a way to bring down the inventory wastage by designing campaignsthat are more targeted towardsthe relevant audience, as is already being done by the digital advertisers.Soon, the TV industry will witness the rise of more event-based programming such as screening of live sports and events (award shows, news, concerts, etc.). Similar to the shift in the TV industry scenario, in the coming times, there will be another revolution in the digital space with the emergence of gaming and interactive shows. Summing it up Television is and will continue to be the biggest medium for the foreseeable future in India. For the next 10 years at least TV and appointment viewing will continue in the country. And the reason behind this is that TV is extremely affordable. The numbers definitely showcase a strong growth in the TV universe. Even for brands looking to advertise, TV shall remain the preferred medium of choice and this behaviour will not change so suddenly.

How the digital revolution is leading the path to revival of the television industry

<ul><li>The year 2020 has been one of turbulence and disruption that will have a far-reaching impact on consumer behaviour.</li><li><keyword id="1530230" type="PERSON" weightage="20" keywordseo="Markand-Adhikari">Markand Adhikari</keyword>, Chairman and Managing Director, <keyword id="3517320" type="COMPANY" weightage="20" keywordseo="sab-group">SAB Group</keyword> writes how the year drawing to a close will change the <keyword id="6354777" type="COMPANY" weightage="20" keywordseo="Media">media</keyword> and entertainment industry.</li></ul>The year that is drawing to a close has changed the world forever. For each of us, life is going to be marked in two periods - ‘<keyword id="9311631" type="PERSON" weightage="20" keywordseo="pre-covid">pre-COVID</keyword>’ era and ‘post-COVID’ era. After the Spanish Flu of 1918, the world had forgotten pandemics and when one broke out, we were not prepared at all. As lockdowns and mobility restrictions came into force to counter the spread of the virus, various sectors were forced to hastily work out their business continuity plans. The only solace was that the <keyword id="50691" type="COMPANY" weightage="20" keywordseo="Digital">digital</keyword> connectivity had matured enough in recent years to keep life going amid shutdown. Thus, many sectors could figure out ways to ensure continuity. Remote learning and continued education is one example. The other is, of course, the entertainment and media sector, which, like any other business, has also faced unprecedented turbulence in 2020. COVID-19 Impact on Media and Entertainment Industry Television channels, as utility service, had to go on, and their viewership witnessed a spike, as people were largely confined to their homes and the TV set (or the mobile phone screen) was their only point of contact with the outside world, and thus the only source of news as well as diversion. The consumption of content, thus, increased greatly. Unfortunately, this did not result in a similar increase in revenue. This is ironic. With the overall economy taking a hit, there were wage cuts and job losses, reducing the overall purchasing power of consumers. As a result, their spending was restricted to the most essential items alone which means that at least during the period of the extended lockdown, from April to early July, there was no point in any marketing activities, including advertising. Thus, while viewership increased, content consumption increased, for entertainment and media industry expenses increased, but its revenues hit rock bottom. As the lockdown was gradually lifted, restrictions were eased and life began to limp back to normality in July, the revenue streams started picking up again – though very slowly. Further, with the onset of the festive season, general entertainment channels reached pre-COVID levels in terms of revenue, but most niche channels have not yet reached the same point. However, one big exception has been the news segment: for obvious reasons, news channels have benefitted from the lockdown because more and more people turned to them more and more often for updates on the coronavirus and lockdown measures. Post COVID-19 Media and Entertainment Industry As the world adjusts to a new normal, consumer behaviour is rapidly evolving. There is ever-increasing demand for at-home digital media like OTT platforms which are now expanding to new demographics and locations. This will continue to magnify post-COVID. Further, even once the crisis subsides; it would take some time for consumers to adopt external consumptions models again. Therefore, technological advancements would play a pivotal role in bringing outdoor entertainment directly to consumers at their home. The future is digital. We will not just see the addition of new users but also increasing the retainership of existing digital consumers. Online gaming consumption and demand for OTT originals is only going to increase as technological advances greatly aid them. The best part is that their model is subscription-driven and not dependent upon advertisers. Though television is very much here to stay, OTT is going to gain a lot of traction in the mid-term. Further, the dependency of M&amp;E companies on technology will likely increase to leverage cost-efficiency and create revenue enhancement opportunities. As monetisation and revenue in terms of ad-spend, continues to grapple, profit protection and cash management with greater technology integration will gain strategic significance for M&amp;E companies. The industry is likely to remain focused on sustenance at current levels along with a renewed emphasis on flexibility which would accelerate the move to a variable cost model and reduced fixed costs. While the long-term implications of COVID-19 are yet to emerge, the above mentioned developments will likely come into focus in the M&amp;E industry as the post-COVID reality becomes clearer. Summing Up! If we take a long-term view, COVID-19 has put the world behind by at least two to three years, and returning to the normal will take as much time. Moreover, it may not be normal as earlier, but a ‘new normal’. A year is a long time, and many fears and many habits have become a part of us, and it will be difficult to dislodge them for long. Many people may continue taking precautions even after successful administration of the vaccine, which will further impact consumer decisions and behaviour.

The Media and Entertainment industry post Covid-19: The best and worst of times

<ul><li>With the industry changing at a rapid pace, throwing a new set of challenges every day, experts are hoping that 2021 will be a game-changer that will help them redefine a lot of rules in advertising, with smarter marketing techniques. </li><li>We spoke to a few industry experts to identify these new opportunities that 2021 will bring forth for the broadcast industry and here is what they had to say. </li></ul>In 2020, the <keyword id="34937" type="ORGANIZATION" weightage="20" keywordseo="media-industry">media industry</keyword> changed a lot and because of that, 2021 will see a far-reaching impact on consumer behaviour and their viewing habits. While some changes will take us back to the ‘old normal’ like on-set shoots, going back to office, etc., some would accelerate digitalisation in the media industry and push us forward at least by 2-3 years. When the whole country was confined to their homes, consumers turned to OTT platforms and TV channels to entertain themselves. TV sets and mobile phones became the only sources of connection with the outside world. News channels also benefited as people stayed glued to their TV sets to catch on COVID-related updates and lockdown measures. As a result, consumption of content increased like never before. There is no denying that the future is digital. Technology will continue to play an important role in redefining the business operations and broadcasters will also focus on delivering aggregated content and device experiences this year. During the lockdown, the return of old mythological shows like Ramayan and Mahabharat from the 90s led to an exponential rise in viewership and advertisers count on TV. These shows soon became the main source of entertainment among Hindi GECs as it contributed about 43% to overall viewership of the genre, revealed BARC. The re-telecast of Ramayan alone garnered the highest-ever rating for a Hindi GEC show since 2015 at 1.20 trillion minutes and Doordarshan’s average daily viewers grew by 62 million. As the lockdown was lifted gradually and the economy started limping back to normalcy in July, television continued to be the screen of the household and an important medium for advertisers to reach their consumers. After seeing a lean few months, IPL brought the much-needed cheer for the Indian advertising industry and consumers in September. Dream11 IPL 2020 set a viewership record with an overall consumption increase of 23% than 2019. IPL’s Television viewership reached an outstanding 31.57 million, revealed Star India. It was the biggest IPL carnival the nation saw. According to BARC, return of original shows on TV along with the festive season and live sporting events boosted the ad volumes, taking the overall growth in ad volumes to 34% as compared to H1, 2020 and eventually minimising the reduction in volumes to a marginal -3% for the overall year than 2019. After facing unprecedented turbulence in the year 2020, broadcasters are now looking forward to seeing what 2021 has in store for them. Here is what they are expecting: <keyword id="3387826" type="PERSON" weightage="20" keywordseo="Prathyusha-Agarwal">Prathyusha Agarwal</keyword>, Chief Consumer Officer, ZEEL: <div type="image" title="Prathyusha Agarwal" msid="80617012" hostid="261"></div> I see "Thriving VideoVerse of The Soaring 20s" as the biggest trend in Entertainment that will shape 2021. As a whole generation hit by the pandemic will kick into hyper-active mode to rebuild lives, economy and a whole new world, consumers will demand entertainment not as an earned indulgence at the end of a hard day's work but an always on entitlement. It will be a need as essential as the daily bread, acting as food for their souls, sparking their minds and a reservoir of emotions that they can dip into as a respite from the hard reality that a post COVID world will be. Viewers will share their dining tables and living rooms with our content on television satisfying the craving for anticipation of a new story, the first bite to savour the emotion and form a firm bond engaging with our characters every day. They will then stretch it across multiple screens, platforms and interactions, micro-dosing, binging on it, dipping in, dipping out and gorging on it through time and space. As broadcasters, we need to gear up our backend to tailor-make our content such that it is adept to the multiple platform front-end user interfaces. There is a shift needed from thinking of content development as an uncertain creative process to building a nuanced understanding of the cultural core that makes viewers tick, what they want/ need, where do they need it and have the capability to evolve our craft to deliver that. Its time to unleash the full potential of the Viewer VideoVerse which is way larger than any product x platform, seamlessly serving "fit for delight" content across screens. Nina Elavia Jaipuria, Head - Hindi Mass Entertainment and Kids TV Network, Viacom18: <div type="image" title="Nina Jaipuria." msid="80617021" hostid="261"></div> In a connected world where linear and digital media are increasingly becoming intertwined, the year 2020 has been crucial in reaffirming the fact that unlike many western countries, Television and Digital will grow together in India. And this is one of the key trends that will continue and further take shape in the year 2021. The industry is expected to grow at 17% CAGR over next 4-5 years – while digital is expected to grow at a rapid pace, the traditional TV medium is also expected to witness a steady growth. This TV + Digital combined growth will result in a continued hike in demand for content – both long form, episodic and short form – as well as provide significant opportunities for content creators. Rural and semi-urban areas witnessed highest growth driven primarily by increased reach due to top broadcasters going back on Freedish this year. Furthermore, the availability of original content in regional languages across all genres contributed to this upswing. Concurrently on digital, given the increased demand and competitive landscape, OTT players are betting heavily on regional and differentiated original content to expand their library and drive-up user engagement. The growth in consumption of content across touchpoints is a trend that will enable unlocking the industry’s true potential – from both macro-economic as well as soft power capabilities. Avinash Pandey, CEO, ABP Network: <div type="image" title="avinash ABP news" msid="80617060" hostid="261"></div> In 2021, online content consumption will continue to trend. Broadcasters are now open to new ideas of reaching out to their audiences, be it through podcasts or online video content. Furthermore, empathetic, intimate, and contextual storytelling will be crucial for content creators this year as the pandemic has placed a special focus on personal experiences and unfeigned stories. Hyperlocal content and neighbourhood stories, therefore, will help broadcasters engage with their consumers on a deeper level. At ABP Network, we have left no stone unturned when it comes to expanding on digital. We have invested into video content, podcasts and other forms of digital media to create greater value in the long-term. Our regional channels, too, continue to dominate in their respective markets across diverse platforms. Harnessing new opportunities on both fronts, we have expanded our offerings to create new avenues of growth and monetisation for 2021 and beyond. Abhishek Dutta, South Asia Network Head for Cartoon Network and POGO: <div type="image" title="Abhishek Dutta, Abhishek Dutta, South Asia Network Head for Cartoon Network and POGO" msid="80617040" hostid="261"></div> Indian viewers now expect relatability and relevance in terms of characters and contexts so demand for homegrown IPs will continue to rule the roost in 2021. India’s sustained co-viewing patterns and the rise in greater access to entertainment will cement Kids and Family Content as the ‘anchor genre’ in the country. Markand Adhikari, Chairman and Managing Director, SAB Group: <div type="image" title="Markand-Adhikari SAB" msid="80617050" hostid="261"></div> We will not just see the addition of new users but also increasing the retainership of existing digital consumers. Online gaming consumption and demand for OTT originals is only going to increase as technological advances greatly aid them. The best part is that their model is subscription-driven and not dependent upon advertisers. Though television is very much here to stay, OTT is going to gain a lot of traction in the mid-term. Further, the dependency of M&amp;E companies on technology will likely increase to leverage cost-efficiency and create revenue enhancement opportunities. As monetisation and revenue in terms of ad-spend, continues to grapple, profit protection and cash management with greater technology integration will gain strategic significance for M&amp;E companies. The industry is likely to remain focused on sustenance at current levels along with a renewed emphasis on flexibility which would accelerate the move to a variable cost model and reduced fixed costs. While the long-term implications of COVID-19 are yet to emerge, the above-mentioned developments will likely come into focus in the M&amp;E industry as the post-COVID reality becomes clearer.

You Searched For "Markand Adhikari" and got 3 results

How the digital revolution is leading the path to revival of the television industry

Guest Author

The Media and Entertainment industry post Covid-19: The best and worst of times

Guest Author

Broadcast industry: Trends to watch out for in 2021

Karuna Sharma

Popular Keywords

Buying Guides