THE MEDIA ECOSYSTEM IS: Paradoxical Diverse Complex
INDIA, HOME TO The largest read newspaper in the world Second largest business daily in the world Femina, the largest read women’s magazine, has more readers than the populaCon of Australia!
IMMENSE MEDIA DIVERSITY FURTHER COMPLICATES THE CHALLENGE 60,000+ 850 Television Channels Publica5ons 13,500+ 292 Cinema Screens Radio Sta5ons
However, consolida0on in how its bought and sold • Key 70 TV networks – Direct nego,a,ons and buys • Key 30 Publica0on groups – Direct nego,a,ons and buys • 12 Radio groups – Direct nego,a,ons and buys • Single Cinema screens – via concessionaires PAN India • Mul0plex – Direct buys
Television dominates; the key source for both entertainment & informa0on! 85% HHS have C&S; rapidly increasing digital footprint likely to magnify changes
Key characteris,cs: 1. High in volumes; Low in values Owing to media prolifera,on and adver,sing revenue market High transac,on costs for media owners and agency alike – a plan with 50 TV channels would have 35,000 spots
2. Increasing CluRer; fragmen0ng audiences In the last 5 years 89% more adver,sers on the TV screen; 148% increased inventory Reducing viewers/programme; 90% programmes with ra,ng <1 TVR The average Indian sees 1200 commercials per week versus the global average of 560
3. Big become bigger; others perish Big ,cket op,ons like Cricket/KBC have grown and consolidated viewers while op,ons like Turners Imagine TV/Real TV shut shop
But no single medium can address India in its en2rety!
mobile subscribers in India:951,000,000 Source: TRAI, May 2012
( ) that’s roughly 78% of the population Source: Based on India Census, 2011
the penetraSon of mobile phones in India is more than 50% higher than the penetraSon of TV Source: mobile data from Telecom Regulatory Authority of India; TV data extrapolated from growth trends in TAM data as quoted by DeloiJe
number of SMSes sent via India’s Airtel network in 2011:100 billion Source: Airtel Mobitude 2011
that’s more than3,170every second Source: Airtel, 2011
the number of mobile ads served in India each monthexceeds 45 billion Source: InMobi
17,000 that’s about mobile ad impressions every second Source: InMobi