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MEDIA SCENE IN INDIA AND FUTURE TRENDS
Media buying agencies <ul><li>Agency of record  (AOR) </li></ul><ul><li>Central Media Buying (CMB)  </li></ul>
Media Purchases thru Media Buying Agencies <ul><li>1980  1% </li></ul><ul><li>2000  25% </li></ul><ul><li>2006  33%  (like...
4 out of 10 Indians are still not reached even today
Every 100 kilometers the dialect changes
A country with many tongues <ul><li>16 official languages </li></ul><ul><li>Approx. 1000 dialects </li></ul>
Geographical size <ul><li>7 th  largest area mass </li></ul><ul><li>Population/ Area mass – India is No.1 </li></ul><ul><l...
Media target <ul><li>15 million people are being added every year </li></ul><ul><li>5 – 14 age group – 26% population </li...
Rural Urban Divide <ul><li>20 to 30 % of the population, with the urban % growing every year </li></ul><ul><li>39% urban p...
Market Penetration is far higher than media penetration
Growth of Media Expenditures <ul><li>1994  Rs. 3500 crores </li></ul><ul><li>2000  Rs 9000 crores </li></ul><ul><li>2005  ...
Time spent on Media 60 58 66 65 65 min Time spent 1.2 1.2 0.8 0.5 0.3 Internet (cr) 80 80 66 63 64 min Time spent 15.3 13....
Types of Media used  <ul><li>TV </li></ul><ul><li>Press </li></ul><ul><li>Radio  </li></ul><ul><li>Cinema </li></ul><ul><l...
Share of expenditure by media (%) 1 6 1 2 49 41 2005 0 7 1 2 45 46 2000 0 9 0 3 59 29 1995 0 9 0 4 63 23 1990 Internet Out...
Top ad spends by category (rank) 9 9 Cell phones 8 10 Biscuits 6 5 8 Cell Phone Ser 10 Mosq. Rep 10 9 Fair creams 7 Hair O...
Top 10 brands – 2004 BE <ul><li>Ponds </li></ul><ul><li>Fair and Lovely </li></ul><ul><li>Brittania </li></ul><ul><li>Vick...
Top 10 Advertisers 0.2 129 129 Bajaj Auto 12.6 133 118 Bharti Cellular (9.7) 136 151 Nestle (20.1) 148 185 Colgate- Palmol...
Top Trusted Agencies – 2004 BE Vicks (9) 1 1 Ambience 7 Tata Salt (4) 1 1 Bates 6 Colgate (1) 1 1 Rediffusion 5 Zandu balm...
Media Reach (2000) (%) 19 18 Radio 14 29 Cinema 15 58 Press 40 79 TV Rural Urban Media
Media Reach (2000 – 2005)  28 19 33 18 Radio 5 14 10 29 Cinema 19 15 45 58 Press (28) 40 (18) 83 (65) 79 (56) TV 2005 Rura...
Media Penetration NRS 2003 1 Internet 11 7 Cinema 25 22 Radio 46 20 C&S 80 53 TV 46 25 Print Urban All India Media
Share of Adspend by media (%) 0.7 0.6 Internet 8.9 9.3 Outdoor 0.2 0.1 Cinema 3.0 2.2 Radio 42.5 42.5 Print 44.8 45.2 TV 2...
%  HH owning TVs 1 0 3+ 4 3 2 96 97 1 2000 1998 owned
TV ownership  (million) 34 31 27 % 61.5 54.5 42.5 TV owning HH 180 174 159 Total HH 2000 1998 1995
Top 5 programmes in C&S channels (2000) <ul><li>Kahani Ghar Ghar Ki </li></ul><ul><li>Kabhi Saas Bhi Kabhi Bahu Thi </li><...
Top 5 serials (2003) <ul><li>Kyunki Saas Bhi Kabhi Bahu Thi </li></ul><ul><li>Kahani Ghar Ghar Ki </li></ul><ul><li>Kasaut...
Top 5 channels preferred <ul><li>Star Plus </li></ul><ul><li>Sony </li></ul><ul><li>Zee </li></ul><ul><li>Regional </li></...
Top 5 Revenue earning channels (2005)  <ul><li>Zee Telefilms – 1360 cr </li></ul><ul><li>Star India – 1300 cr </li></ul><u...
Top 5 revenue earning Channels General Entertainment(2005) <ul><li>Doordarshan </li></ul><ul><li>Star Plus </li></ul><ul><...
Top 5 revenue earners in  News channels (2005)  <ul><li>DD News </li></ul><ul><li>Aaj Tak </li></ul><ul><li>NDTV India </l...
Channel categories preferred <ul><li>Movies </li></ul><ul><li>News </li></ul><ul><li>Sports </li></ul><ul><li>Music </li><...
What does the future hold?
TV and C& S <ul><li>Fragmentation of viewership </li></ul><ul><li>DD will counter this with more private participation </l...
Press Readership (%) 44 44 48 Vernacular 41 40 45 Hindi 15 16 7 English Total Magazines Dailies Language
Print Penetration (NRS 2003) 17 SEC E 33 SEC D 51 SEC C 69 SEC B 85 SEC A 46 Urban Penetration % Across SEC
Publications <ul><li>There are over 40000 publication being printed. </li></ul><ul><li>85% of these are language publicati...
Readership (%) 21 46 34 Any Publication 13 23 18 Magazines 18 44 32 Dailies Female Male Total Publications
English vs. language (2000) <ul><li>Among the dailies, the first 8 are vernacular. TOI comes 9 th .(TOI is now No.3) </li>...
Print - NRS 2003 <ul><li>TOI is No.3 in the top 10 publications. The first two are vernacular – Dainik Bhaskar and Dainik ...
The future <ul><li>Had to pull up its socks, Satellite TV was hitting it. Had to resort to better analysis, packaging, lay...
Cont’d <ul><li>Segmentation </li></ul><ul><li>Interest groups – eg.men, women </li></ul><ul><li>Content based – business, ...
Vision <ul><li>Current – monopolies weakening, niche publications </li></ul><ul><li>Future – further fragmentation, press ...
Radio <ul><li>State run – among the largest in the world </li></ul><ul><li>3 tier broadcasting system – local, regional, n...
What is the present status? <ul><li>Reaches a very large audience. </li></ul><ul><li>A very important vehicle for the rura...
Future <ul><li>Huge resurgence because of FM. </li></ul><ul><li>Mobile audience </li></ul><ul><li>Large media groups and c...
Cinema <ul><li>Current status </li></ul><ul><li>Reach going down owing to theatre viewership going down. However, South is...
Outdoor <ul><li>Is still relatively unorganised </li></ul><ul><li>Heavy usage for liquor and cigarettes </li></ul><ul><li>...
Technology is showing the way <ul><li>Hand painting to digital painting </li></ul><ul><li>Metal to paper to PVC/vinyl </li...
INTERNET <ul><li>Net advertising comprises only 0.5 % of the total adspend of the industry. </li></ul><ul><li>Likely to gr...
Internet usage <ul><li>Major uses from Internet </li></ul><ul><li>1)  e – mail  37%  now 32%( inclusive of surfing) </li><...
Time spent on the Internet 0.6 1.8 1.3 1.2 Avg. no. of hours/day 19 21 15 20 Avg. times accessed/month 21.0 (30) 20.3 21.2...
Media access for the average consumer <ul><li>Cinema – 5 visits/year </li></ul><ul><li>Press – 22 min/day </li></ul><ul><l...
Media knows no boundaries; it is no longer constrained by traditional choices
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MEDIA SCENE IN INDIA AND FUTURE TRENDS.ppt

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  • Radio – decreasing but now increasing with FM Cinema – decreasing except in the South
  • Overwhelming presence of Balaji Telefilms
  • Transcript of "MEDIA SCENE IN INDIA AND FUTURE TRENDS.ppt"

    1. 1. MEDIA SCENE IN INDIA AND FUTURE TRENDS
    2. 2. Media buying agencies <ul><li>Agency of record (AOR) </li></ul><ul><li>Central Media Buying (CMB) </li></ul>
    3. 3. Media Purchases thru Media Buying Agencies <ul><li>1980 1% </li></ul><ul><li>2000 25% </li></ul><ul><li>2006 33% (likely) </li></ul>
    4. 4. 4 out of 10 Indians are still not reached even today
    5. 5. Every 100 kilometers the dialect changes
    6. 6. A country with many tongues <ul><li>16 official languages </li></ul><ul><li>Approx. 1000 dialects </li></ul>
    7. 7. Geographical size <ul><li>7 th largest area mass </li></ul><ul><li>Population/ Area mass – India is No.1 </li></ul><ul><li>In comparision even USA is No.4 </li></ul>
    8. 8. Media target <ul><li>15 million people are being added every year </li></ul><ul><li>5 – 14 age group – 26% population </li></ul><ul><li>< 30 yrs - 70% </li></ul>
    9. 9. Rural Urban Divide <ul><li>20 to 30 % of the population, with the urban % growing every year </li></ul><ul><li>39% urban population are concentrated in the top 35 towns (towns over 1 million) </li></ul><ul><li>52% of the rural live in the smallest villages. </li></ul><ul><li>4 out of 5 HH have an HHI of less than Rs. 2000 p.m. </li></ul>
    10. 10. Market Penetration is far higher than media penetration
    11. 11. Growth of Media Expenditures <ul><li>1994 Rs. 3500 crores </li></ul><ul><li>2000 Rs 9000 crores </li></ul><ul><li>2005 Rs 16000 crores </li></ul>
    12. 12. Time spent on Media 60 58 66 65 65 min Time spent 1.2 1.2 0.8 0.5 0.3 Internet (cr) 80 80 66 63 64 min Time spent 15.3 13.8 10.1 10.5 12.2 Radio (cr) 106 108 112 110 113 min Time spent 38.6 37.0 35.0 34.3 33.3 TV (cr) 35 29 30 31 32 min Time spent 36.0 25.2 23.1 23.3 23.2 Press (cr) 2005 03-04 2002 2001 2000
    13. 13. Types of Media used <ul><li>TV </li></ul><ul><li>Press </li></ul><ul><li>Radio </li></ul><ul><li>Cinema </li></ul><ul><li>C & S </li></ul><ul><li>Internet </li></ul>
    14. 14. Share of expenditure by media (%) 1 6 1 2 49 41 2005 0 7 1 2 45 46 2000 0 9 0 3 59 29 1995 0 9 0 4 63 23 1990 Internet Outdoor Cinema Radio Press TV Year
    15. 15. Top ad spends by category (rank) 9 9 Cell phones 8 10 Biscuits 6 5 8 Cell Phone Ser 10 Mosq. Rep 10 9 Fair creams 7 Hair Oils 3 4 4 2 Detergents 10 Website 9 Comp Edu 8 TV 3 2 4 7 Corporate 2 1 3 6 6 Shampoo 4 8 5 5 5 Toothpaste 6 6 8 4 2 wheelers 5 7 7 3 Automobiles 1 2 1 1 2 Soaps 7 10 9 3 1 Soft Drinks 2005 2004 2003 2002 2001 category
    16. 16. Top 10 brands – 2004 BE <ul><li>Ponds </li></ul><ul><li>Fair and Lovely </li></ul><ul><li>Brittania </li></ul><ul><li>Vicks </li></ul><ul><li>Bata </li></ul><ul><li>Colgate </li></ul><ul><li>Lux </li></ul><ul><li>Rin </li></ul><ul><li>Dettol </li></ul><ul><li>Tata salt </li></ul>
    17. 17. Top 10 Advertisers 0.2 129 129 Bajaj Auto 12.6 133 118 Bharti Cellular (9.7) 136 151 Nestle (20.1) 148 185 Colgate- Palmolive (3.1) 155 160 Dabur 39.5 182 131 Ranbaxy 37.9 221 160 RIL 21.7 267 219 ITC 34.3 516 384 MUL (9.8) 759 842 HLL % Change 2003-2004 2002-2003 Company
    18. 18. Top Trusted Agencies – 2004 BE Vicks (9) 1 1 Ambience 7 Tata Salt (4) 1 1 Bates 6 Colgate (1) 1 1 Rediffusion 5 Zandu balm (16) 0 2 TBWA 4 Pond’s (6) 3 4 O&M 3 Lux (2) 7 5 JWT 2 Fair and lovely (7) 6 6 Lowe 1 Top brand No. of top 20 brands -2003 No.of top 20 brands -2004 Agency Rank
    19. 19. Media Reach (2000) (%) 19 18 Radio 14 29 Cinema 15 58 Press 40 79 TV Rural Urban Media
    20. 20. Media Reach (2000 – 2005) 28 19 33 18 Radio 5 14 10 29 Cinema 19 15 45 58 Press (28) 40 (18) 83 (65) 79 (56) TV 2005 Rural 2000 2005 Urban 2000 Media
    21. 21. Media Penetration NRS 2003 1 Internet 11 7 Cinema 25 22 Radio 46 20 C&S 80 53 TV 46 25 Print Urban All India Media
    22. 22. Share of Adspend by media (%) 0.7 0.6 Internet 8.9 9.3 Outdoor 0.2 0.1 Cinema 3.0 2.2 Radio 42.5 42.5 Print 44.8 45.2 TV 2004 2003 Media
    23. 23. % HH owning TVs 1 0 3+ 4 3 2 96 97 1 2000 1998 owned
    24. 24. TV ownership (million) 34 31 27 % 61.5 54.5 42.5 TV owning HH 180 174 159 Total HH 2000 1998 1995
    25. 25. Top 5 programmes in C&S channels (2000) <ul><li>Kahani Ghar Ghar Ki </li></ul><ul><li>Kabhi Saas Bhi Kabhi Bahu Thi </li></ul><ul><li>Kasauti </li></ul><ul><li>Son Pari </li></ul><ul><li>Kahin Kissi Roz </li></ul>
    26. 26. Top 5 serials (2003) <ul><li>Kyunki Saas Bhi Kabhi Bahu Thi </li></ul><ul><li>Kahani Ghar Ghar Ki </li></ul><ul><li>Kasauti Zindagi Ki </li></ul><ul><li>Des Mein Nikla Hoga Chand </li></ul><ul><li>Jassi Jaise Koi Nahin </li></ul>
    27. 27. Top 5 channels preferred <ul><li>Star Plus </li></ul><ul><li>Sony </li></ul><ul><li>Zee </li></ul><ul><li>Regional </li></ul><ul><li>Doordarshan </li></ul>
    28. 28. Top 5 Revenue earning channels (2005) <ul><li>Zee Telefilms – 1360 cr </li></ul><ul><li>Star India – 1300 cr </li></ul><ul><li>SET India – 1000 cr </li></ul><ul><li>Doordarshan – 665 cr </li></ul><ul><li>Sun Network – 300 cr </li></ul>
    29. 29. Top 5 revenue earning Channels General Entertainment(2005) <ul><li>Doordarshan </li></ul><ul><li>Star Plus </li></ul><ul><li>Sun TV </li></ul><ul><li>Gemini TV </li></ul><ul><li>Zee Cinema </li></ul>
    30. 30. Top 5 revenue earners in News channels (2005) <ul><li>DD News </li></ul><ul><li>Aaj Tak </li></ul><ul><li>NDTV India </li></ul><ul><li>Star News </li></ul><ul><li>Zee News </li></ul>
    31. 31. Channel categories preferred <ul><li>Movies </li></ul><ul><li>News </li></ul><ul><li>Sports </li></ul><ul><li>Music </li></ul>
    32. 32. What does the future hold?
    33. 33. TV and C& S <ul><li>Fragmentation of viewership </li></ul><ul><li>DD will counter this with more private participation </li></ul><ul><li>Satellite TV will provide further growth impetus through regional /niche channels </li></ul>
    34. 34. Press Readership (%) 44 44 48 Vernacular 41 40 45 Hindi 15 16 7 English Total Magazines Dailies Language
    35. 35. Print Penetration (NRS 2003) 17 SEC E 33 SEC D 51 SEC C 69 SEC B 85 SEC A 46 Urban Penetration % Across SEC
    36. 36. Publications <ul><li>There are over 40000 publication being printed. </li></ul><ul><li>85% of these are language publications </li></ul>
    37. 37. Readership (%) 21 46 34 Any Publication 13 23 18 Magazines 18 44 32 Dailies Female Male Total Publications
    38. 38. English vs. language (2000) <ul><li>Among the dailies, the first 8 are vernacular. TOI comes 9 th .(TOI is now No.3) </li></ul><ul><li>Among the magazines, INDIA TODAY is 2 nd . All other nine publications are vernacular. </li></ul>
    39. 39. Print - NRS 2003 <ul><li>TOI is No.3 in the top 10 publications. The first two are vernacular – Dainik Bhaskar and Dainik Jagran (DJ is now No.1 – 2.2 crores circulation) </li></ul><ul><li>Among the English Dailies, TOI, HT and The Hindu are the top 3. For the first time an afternoon daily, Mid-day is No.8 in the top 10 dailies. </li></ul><ul><li>ET is the only business paper to make it to the English top 10 at No.6. </li></ul>
    40. 40. The future <ul><li>Had to pull up its socks, Satellite TV was hitting it. Had to resort to better analysis, packaging, layout. </li></ul><ul><li>Reshaping – layout , colour, spl. Issues, local editions </li></ul><ul><li>Aggressive Marketing – invitation pricing, freebies, subscription drives </li></ul>
    41. 41. Cont’d <ul><li>Segmentation </li></ul><ul><li>Interest groups – eg.men, women </li></ul><ul><li>Content based – business, sports, fashion </li></ul><ul><li>Pampering the reader – visual quality, features </li></ul>
    42. 42. Vision <ul><li>Current – monopolies weakening, niche publications </li></ul><ul><li>Future – further fragmentation, press barons entering radio /TV, innovate beyond space with advertorials, promotion events, sponsorships </li></ul><ul><li>Exploit emerging opportunities in cross media ownerships </li></ul><ul><li>Implication – striking cross media deals, leveraging spends </li></ul>
    43. 43. Radio <ul><li>State run – among the largest in the world </li></ul><ul><li>3 tier broadcasting system – local, regional, national </li></ul><ul><li>Programming in 24 languages and 146 dialects </li></ul>
    44. 44. What is the present status? <ul><li>Reaches a very large audience. </li></ul><ul><li>A very important vehicle for the rural market </li></ul><ul><li>Impact however has been going down because of TV. </li></ul>
    45. 45. Future <ul><li>Huge resurgence because of FM. </li></ul><ul><li>Mobile audience </li></ul><ul><li>Large media groups and channels entering the fray. </li></ul><ul><li>Local ethnic stations to spring up </li></ul><ul><li>70% of non TV HHs do not own radio or have access to radio. Huge potential for growth. </li></ul>
    46. 46. Cinema <ul><li>Current status </li></ul><ul><li>Reach going down owing to theatre viewership going down. However, South is the only exception where cinema is next to TV in reaching audiences. </li></ul><ul><li>Future – High impact but stagnant medium. </li></ul><ul><li>a small revival is expected in </li></ul><ul><li>larger cities with multiplexes and better viewing facilities. </li></ul>
    47. 47. Outdoor <ul><li>Is still relatively unorganised </li></ul><ul><li>Heavy usage for liquor and cigarettes </li></ul><ul><li>Lack of monitoring services </li></ul>
    48. 48. Technology is showing the way <ul><li>Hand painting to digital painting </li></ul><ul><li>Metal to paper to PVC/vinyl </li></ul><ul><li>Illuminated sites – frontlit/backlit </li></ul><ul><li>Vinyls to lenticulars (lustrous) </li></ul>
    49. 49. INTERNET <ul><li>Net advertising comprises only 0.5 % of the total adspend of the industry. </li></ul><ul><li>Likely to grow upto 3.7% in year 2005 </li></ul>
    50. 50. Internet usage <ul><li>Major uses from Internet </li></ul><ul><li>1) e – mail 37% now 32%( inclusive of surfing) </li></ul><ul><li>2) chatting 15% (now 32% ) </li></ul>
    51. 51. Time spent on the Internet 0.6 1.8 1.3 1.2 Avg. no. of hours/day 19 21 15 20 Avg. times accessed/month 21.0 (30) 20.3 21.2 (32) 62.5 Base (million) Office Home Cybercafe All
    52. 52. Media access for the average consumer <ul><li>Cinema – 5 visits/year </li></ul><ul><li>Press – 22 min/day </li></ul><ul><li>TV – 64 min/day </li></ul><ul><li>Radio – 17 min/day </li></ul><ul><li>Outdoor – 15 panels /day </li></ul>
    53. 53. Media knows no boundaries; it is no longer constrained by traditional choices
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