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<ul><li>Traditional TV viewing is rapidly declining in <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword> with the rise of smart TVs and rising popularity of OTT services. </li><li>Flexibility of medium, ease of search options and content variety is making Indians switch to <keyword id="1044222" type="General" weightage="100" keywordseo="connected" source="Orion">connected</keyword> TVs. </li><li>India is planning to spend $395 million on connected TV advertising by 2027. </li><li>Subscription revenue for traditional TVs in India fell by 6.2% in 2021, resulting in a loss of six million paid TV homes. </li></ul>India is set to become the third largest TV advertising market within the next two years due to a rise in digital natives and emergence of smart TVs and OTTs, as per Changing Landscape of <keyword id="62876" type="General" weightage="50" keywordseo="indian-television" source="Orion">Indian Television</keyword> report 2022 by GroupM Finecast and <keyword id="1199021" type="General" weightage="50" keywordseo="kantar" source="Orion">Kantar</keyword>. Most of that growth will be fuelled by a rise in Indian customers switching to smart TVs and devices, giving rise to connected TVs (<keyword id="274277" type="General" weightage="50" keywordseo="ctv" source="Orion">CTV</keyword>), the report said. India’s smart TV shipments grew 38% year-on-year in Q3 2022, with 90% of units sold being smart TVs. “The future of TV in terms of advertising looks bright as the emergence of new technologies like CTV creates even more room for customisations,” Prasanth Kumar CEO - South Asia, GroupM said. Connected TV (CTV) is connected to the internet either directly or indirectly through: smart TVs, external streaming devices such as <keyword id="163880" type="General" weightage="50" keywordseo="apple-tv" source="Orion">Apple TV</keyword>, Amazon Fire TV Sticks etc, internet-enabled gaming consoles and Blu-ray/DVD players. <keyword id="1632453" type="General" weightage="50" keywordseo="linear-tv" source="Orion">Linear TV</keyword>, on the other hand, refers to traditional television viewing where TV is accessed either free of charge or via subscription to cable, satellite, or IPTV services. Close to 80% of linear or traditional TV users are intending to switch to connected TVs in the next one year, the <keyword id="15734281" type="General" weightage="50" keywordseo="finecast-kantar" source="Orion">Finecast Kantar</keyword> report said. This is in line with a March 2022 <a href="https://www.livemint.com/opinion/columns/linear-tv-s-growth-story-inches-towards-a-dead-end-11663779952306.html">EY-Ficci</a> report that said subscription revenue for linear TV fell by 6.2% in 2021, with the loss of six million pay TV homes. Connected TV advertising is set to grow rapidly in India with a 47% CAGR by 2027, the report said. India plans to spend $395 million on CTV advertising by 2027, it stated. What is driving the Indian audience to connected TVs? There are three primary reasons for preference of connected TVs- flexibility in switching channels, variety in content catalogue and ease of search. The report also said that 63% of connected TV users think the ads shown to them are more personalised. There is also a perception that CTV offers uninterrupted content and less ads, the report said. “If convenience is driving audiences towards connected TV, addressability is driving advertisers to connected TV,” the report said. While Indian families prefer to watch documentaries, kids shows, daily soaps, sports and movies together, this was not the case with web series which people want to watch alone, the report found. However, duration of TV consumption was not dependent on the mode of connection as both connected and linear viewers spent about 12 hours per week watching TV. In terms of pan-India preference, West India preferred connected TV and the East opted majorly for linear TV viewing. Smart appliances and connected TVs The report said that connected TV users tend to have 1.2 times more household income than linear TV watchers and are twice more likely to own smartphones that cost almost ₹40,000. Connected TV users are known to be more brand conscious, often enjoy premium lifestyles. This included owning smart home appliances, surround sound systems, membership of health clubs and resorts with premium credit cards. As compared to Linear TV respondents, Connected TV users were more likely to go out frequently, scroll through social media, meet friends and family and even binge watch TV shows on weekends, the report revealed. The rise of connected TV is gradually phasing out the traditional/linear TV viewers. The Indian TV advertising target audience is also growing. Today, there are 20-22 million addressable TVs homes in India, which is estimated to reach 40 million by 2025. Addressable TV advertising is the ability to show different ads to different households while they are watching the same content. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/electric-vehicle-financing-startup-vidyut-raises-4-million-in-first-round-of-funding/articleshow/96084992.cms">Electric-vehicle financing startup Vidyut raises $4 million in first round of funding</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/first-king-charles-50-pence-coins-enter-circulation-in-uk/articleshow/96085619.cms">First King Charles 50 pence coins enter circulation in UK</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/ril-adani-enterprises-are-the-biggest-and-most-consistent-wealth-creators-as-per-motilal-oswal-report/articleshow/96085753.cms">RIL, Adani Enterprises are the biggest and most consistent wealth creators: Motilal Oswal</a>

The future is connected: 80% of traditional TV viewers want to switch in a year says Finecast Kantar

<ul><li><keyword id="6358355" type="General" weightage="50" keywordseo="forex" source="Orion">Forex</keyword> traders said sustained foreign fund outflows weighed on investor sentiments and restricted the appreciation bias.</li><li>On Thursday, the <keyword id="6355302" type="General" weightage="20" keywordseo="RUPEE" source="Orion">rupee</keyword> settled 9 paise higher at 82.38 against the US dollar.</li><li>The dollar index, which gauges the greenback's strength against a basket of six currencies, fell 0.23 per cent to 104.53.</li></ul> The rupee appreciated 19 paise to 82.19 against the US dollar in early trade on Friday on broad dollar weakness and a firm trend in domestic equities. Forex traders said sustained foreign fund outflows weighed on investor sentiments and restricted the appreciation bias. At the interbank foreign exchange, the domestic unit opened at 82.30 against the dollar, then gained further ground to touch 82.19, registering a rise of 19 paise over its previous close. On Thursday, the rupee settled 9 paise higher at 82.38 against the US dollar. Meanwhile, the dollar index, which gauges the greenback's strength against a basket of six currencies, fell 0.23 per cent to 104.53. "With China relaxing its COVID restrictions such as mass testing, lockdowns and quarantine requirements, it is widely feared that cases and deaths would shoot up, causing further widespread economic disruptions. This is something we need to keep a close eye on," <keyword id="14979511" type="General" weightage="80" keywordseo="ifa-global-research-academy" source="Orion">IFA Global Research Academy</keyword> said in a research note. Brent crude futures, the global oil benchmark, advanced 0.89 per cent to USD 76.83 per barrel. In the domestic equity market, the 30-share <keyword id="53232" type="General" weightage="80" keywordseo="bse-sensex" source="Orion">BSE Sensex</keyword> was trading 25.7 points or 0.04 per cent higher at 62,596.38. The broader NSE Nifty rose 19.25 points or 0.1 per cent to 18,628.60. <keyword id="6438315" type="General" weightage="80" keywordseo="foreign-institutional-investors" source="Orion">Foreign Institutional Investors</keyword> (FIIs) were net sellers in the capital markets on Thursday as they offloaded shares worth Rs 1,131.67 crore, according to exchange data. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/sensex-nifty50-open-in-the-green-paytm-rises-on-buyback-proposal-hcl-tech-declines/articleshow/96101305.cms">Sensex, Nifty50 open in the green – Paytm rises on buyback proposal, HCL Tech declines</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sports/news/football-players-age-faster-than-others-says-a-harvard-study/articleshow/96101209.cms">Football players age faster than others, says a Harvard study</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/the-future-is-connected-80-of-traditional-tv-viewers-want-to-switch-in-a-year-says-finecast-kantar/articleshow/96087259.cms">The future is connected: 80% of traditional TV viewers want to switch in a year says Finecast Kantar</a>

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The future is connected: 80% of traditional TV viewers want to switch in a year says Finecast Kantar

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Rupee gains 19 paise to 82.19/$ on dollar weakness and firm equities

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