This book presents an in-depth study of the Indian media business. It provides detailed analysis, fresh perspectives, and critical information on how the business operates in the nine segments of the media industry—print, television, film, radio, music, internet, telecom, out-of-home media, and events. The author provides insights into not just the history of the business but also its present dynamics by discussing technology, regulations, economics, valuations, and industry trends.
This market will remain about ‘broadcasting’ for very long.
There are two media segments that define the contour, body and tastes of the Indian market. Television is one of them, the other being film.1 Both have a mesmerising hold over Indian audiences—and even over investors and advertisers. While films are just about scaling up, television, at 36 per cent of the total media and entertainment revenues, is by far the largest part of the business (see Table 0.1). It controls, decides and shapes the course of several other sub-segments—music, films, sports, software production, and an array of distribution businesses such as cable or DTH—that rely on television content to sell their services.
This giant, therefore, has a huge influence on the mood of the media and ...