Television category- India 2018

1. Television

2. Hello!
Unni Krishnan
Marketing Director, Gibson Innovations

3. ■ India Market
■ Case study 2017
■ Competition update
■ Consumer trends
■ Macros & Imports

4. $9bn by 2021
TechSci report
Projected Market Value for TV in India in $

5. Television Market
India

6. 22000Cr FY 17
25000Cr FY 18
Estimated Market Value for TV in India in INR , Ref: CEAMA

7. 2017 :ORG-GFK data
2018 :Qty estimates - CEAMA projections
ASP 2018: Estimates as per the last quarter trends
Screen Size
Contrbn
2017
Qty (M) in
2017
Contrbn
2018
Qty (M)
2018
22" 2.20% 0.2156 2% 0.34
24" 12.50% 1.225 8% 1.36
28" 0.90% 0.0882 0.50% 0.085
32" 38.80% 3.8024 45% 7.65
39" 1.10% 0.1078 1% 0.17
40" 8.50% 0.833 5% 0.85
43" 15.90% 1.5582 17% 2.89
48" 0.50% 0.049 0.50% 0.085
49" 7.40% 0.7252 5% 0.85
50" 1.60% 0.1568 9% 1.53
55" 6.50% 0.637 3% 0.51
65" 1.70% 0.1666 2% 0.34
Others 2.40% 0.2352 2% 0.34
Total 9.8 17

8. ■ Kodak moment
■ # No Mi with out you

9. Kodak moment
■ SPPL ( Super Plastronics Pvt ltd) –
Avneet Singh Marwa Kodak
brand license- Thomson brand
license
■ Flipkart, Amazon and Paytym
■ Happy to buy an MNC Brand
■ Brand recall of Kodak
■ Frugal Marketing approach
■ Value for Money brand
■ Doesn’t worry about linkages
■ Kodak TV one of the highest
selling TV’s in last Diwali
■ 350 Service centers
■ Price disruptions –
Honest prices
■ #1 Smart phone
brand in India
■ Frugal marketing
approach
■ Social community
■ Strong consumer
interface
■ Mi Homes
■ To be a very
prominent player in
FY 18
■ Manufacturing
facility to replace the
CBU imports
NoMi with out you

10. 3% MS

12. Patch Wall User Interface based on Android Open
Source project
Programming from local content partners
Dozen regional language apart from English
Patch wall UI brings in all the streaming services as well
as DTH to front in a neat and easily navigable layout
Experience for people to use and adopt
Traditional interfaces: Convoluted UI and barebones integrations with DTH
Users abandoning their interface – use DTH exclusively or opt for add on
Google Chromecast, Amazon Fire stick or Apple TV
Patch wall’s content catalogue is
limited
Hot star, Amazon Prime & Netflix
missing as if now
Mi+
Ref: Forbes report

14.  Price skimming at 32,43 & 50-55 panel size
 Gap from Samsung to Xiaomi pitted at 70% as against 100% in the said
categories
 Premium products considered for consumer promotions in non- season
period as well
 Customer service to be the differentiator

15. Ref: E&Y report

16. 1
2
3
4
As seen in both music and books, with the
advent of good-quality broadband and
increasing per-capita income, TV content
will get unbundled. There will be a shift
from channel loyalty and TV loyalty to
program loyalty and device disloyalty
Unbundling of content will
drive new revenue models
Technology will enable
omniplatform consumption
“On-tap” content will lead to
time-shifted bingeing
Increased materialism will move
TV consumption from the living
room to the bedroom
Consumption will move from one
location to many, as viewers’ desire
to be entertained across locations
will become possible with the aid
of technology like Wi-Fi. They will
consume content across various
formats and devices.
Content will need to move seamlessly
across devices and locales; story-
telling will need to evolve
Measurement of viewership will be
individualized, and be based on large
volumes of actual data
Increased adoption of digital supply
chain to reduce cost and time
As there is no need for immediacy
of viewing (except in sports and
breaking news), viewers will access
most content at their ease, and
indulge in bingeing (consuming
many episodes at once).
Digital asset management would
need to be strengthened to
enable subscription revenues
New pricing and packaging
models would emerge
Growth of Multi Channel Networks
Increased materialism and lower TV,
broadband and PC costs will enable
families to split their viewing patterns
from the “common” or living room, to
the “individual” or bedroom
Lower share for GECs and increased
importance of niche channels
Ability for advertisers to target
audiences one-on-one
Trend Implications
Need for sachet pricing models -
Pricing by episode, series, day, etc will
be required
Loss of traditional subscription
revenues
Threat that high individual pricing
could be hampered by piracy

17. 6
7
8
IP will begin to be co-owned by
production houses, and not just
broadcasters, as increasing content
costs will result in increased risk
sharing
Digitization will increase
importance of niche channels
Transparency will lead to per-
viewer carriage models
India will digitize its distribution
across Phases I to III, and increased
collections from subscribers will
trickle to broadcasters. Phase
IV will remain a fragmented or
HITS play, with LCOs retaining
their last-mile relationships.
Increased revenues for niche channels
Fragmentation of the “GEC” into “sub-
GECs” with focused target audiences
Possibility of massive viewership
measurement at the household level
Marketing will need to support
Phase III viewership
Carriage is a distribution cost and will
be recognized as such, till such time
as MSOs begin to collect a larger
share of subscription revenues
Per-viewer carriage models will
come into being; split across 50
large and medium distributors
Trend Implications
New models of content licensing
Need for robust content use
monitoring systems
Premium artists start to share the risk
Increased broadband will result
in increased piracy
Broadband growth = Piracy
growth. Specially when
broadband rates reduce and
come on par with cable rates.
Need for industry-level
initiatives to curb piracy
Flexible & fair content pricing models
5Increased content cost will shift
power to the content producer

18. 10Social dynamics will lead to
more real-time feedback
Ad service will change to unicast
models, targeting individual
viewers, like the internet
Advertisers will begin to pay per ad
served and viewed, and increased
measurement will be the norm
Value of a served customer vs. a
mass customer will be determined
Use of return path (where
possible) to drive interactivity
Apart from viewership measurement,
trends from social media like Facebook,
Twitter, etc. will provide inputs to
marketing, pricing and story-telling
Need to implement social media
crawlers and big data analytics
Content supply chain
needs to be fexible
9
Trend Implications
Unicasting will lead to result-
based ad models

20. ■ Indian OTT market is $280M and poised to grow
at 35%YOY
■ Hot Star leads the pack with 75M subscribers
■ Viacom 18’s Voot with 22M subscribers
■ Amazon Prime has 11M and Netflix & Sony Liv
has 5M subscriber base
■ India prefers free or ad supported streaming
platforms
■ 2-3% is the paid audience in Hotstar and 6% in
Netflix
■ To grow very rapidly in coming years with 130M
and growing smartphone base & better
connectivity
Ref, Counter Point research Dec 2017
Video Streaming in India..

21. Connectivity
Wifi spots &
Broadband
reach

22. Hotel Industry & Enhanced air connectivity
More rooms
New 45
cities Air
connected

23. Movies & Bollywood
Movies
Largest movie
producer in the
world
More than 1000
films a year
2.2b movie tickets
sold in 2016
compared to 1.25b
in China
Shahrukh khan and
Amitabh Bacchan
has around 35M
twitter followers
Content
Netflix -70% of
viewership is
reported to be in TV
Tamil, Telungu &
Kannda (24%,25%
& 11%) leads the
regional language
pack in viewership
More local fictional
content to go up

24. Make in India?
Import value USD 77M
Apprx: 33% of market
Sony is the largest importer- 63%
Malaysia -57%, China- 38%
Mumbai Port: 43%

25. 63.08%
10.73%
4.73%
4.57% 3.09%
Value USD (%) FY 17
Sony
VU
Haier
LLOYD
Samsung
57.73%
37.97%
1.48% 1.42%
0.51%
Value (USD %) FY 17
Malaysia China
Vietnam Thailand
Republic of Korea
43.08%
24.93%
10.91%
8.60% 3.97%
Value (USD %) FY 17
Nhava Sheva Sea Kattupalli Port Sea
CMA CGM Logistics Park ICD Kolkata Sea
Chennai Sea
Brand Value (%) Value (USD M)
Sony 63.08% 440.8
VU 10.73% 74.99
Haier 4.73% 33.05
LLOYD 4.57% 31.96
Samsung 3.09% 21.62

26. Thanks!