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.  



The similarities between out-of-home media and cable TV are startling.

In the summer of 2006, Sumantra Dutta, (then) managing director, News Outdoor India (NOI) had spent over six months talking to about 90-odd Out-of-Home (OOH) media owners across nine Indian cities.1 NOI was a subsidiary of the Russia-based News Outdoor Group which, in turn, is a part of the US$ 30 billion News Corporation, controlled by Rupert Murdoch.2 The idea, said Dutta, was to set up a pan-Indian OOH media company that controlled either by owning or by leasing at least 20 per cent of the total OOH media in India.

By the end of the year, NOI changed its direction and started wooing civic authorities for long term contracts on bus shelters and other civic ...

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