entertainement & media services
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8/3/2019 Entertainement & Media Services
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ENTERTAINEMENT & MEDIA
SERVICES
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“ And in my opinion, entertainment in its
broadest sense has become a necessity rather
than a luxury in the life ...
Walt Disney”
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Indian Entertainment and Media
Industry
• The Indian entertainment and media (E&M) industry has out-performed the
Indian economy and is one of the fastest growing sectors in India. The
E&M industry generally tends to grow faster when the economy is
expanding. The Indian economy has been growing at a fast clip over the
last few years, and the income levels too have been experiencing a high
growth rate.
• Media penetration varies across socio-economic classes
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• Today, India has probably one of the most liberal investment regimes
amongst the emerging economies with a conducive foreign direct
investment (FDI) environment. The E&M industry has significantly
benefited from this liberal regime and most segments of the E&M industrytoday allow foreign investment. Recently FDI was permitted in the two
important sectors – print media and radio. Films, television and other
segments are already open to foreign investment.
• The overall forecast is that the Indian entertainment and media (E&M)industry is expected to grow by 13.2 per cent, cumulatively, over the period
2011-15, to reach INR 1199 billion (Rs 1,19,900 crore). The industry in
2010 stood at INR 646.0 billion (Rs 64,600 crore) as compared to INR
580.8 billion (Rs 58,080 crore) in 2009. The Indian E&M industry grew by
11.2 per cent last year, on the back of improved economic conditions andrebound in advertising spends.
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Over the next five years:
The TV sector is estimated to grow at 14.5 percent cumulatively; this
industry was estimated to be INR 306.5 billion (Rs 30,650 crore) in 2010. The film sector is projected to grow at a CAGR (compound annual growth
rate) of 9.3 per cent; this industry was estimated to be INR 87.5 billion (Rs
8,750 crore) in 2010.
The print media sector is projected to grow by 9.6 per cent; this industry
was estimated to be INR 178.7 billion (Rs 17,870 crore) in 2010. The radio sector is projected to grow at a CAGR of 19.2 per cent; this
industry was estimated to be INR 10.8 billion (Rs 1,080 crore) in 2010.
The music sector is projected to grow at a CAGR of 17.6 per cent; this
industry was estimated to be INR 9.5 billion (Rs 950 crore) in 2010.
Internet advertising is projected to grow by 25.5 per cent; this industry wasestimated to be INR 7.7 billion (Rs 770 crore) in 2010.
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The animation, gaming and VFX industry is projected to grow at a CAGR
of 21.4 per cent, this industry was estimated to be INR 31.3 billion (Rs
3,130 crore) in 2010.
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• In 2010, the advertising industry registered a growth of 14.3 per cent and
stood at INR 247.5 billion as compared to INR 216.5 billion in 2009.Internet advertising, with 28 per cent growth (from INR 6.0 in 2009 to INR
7.7 billion in 2010), remained the fastest growing segment as an increasing
number of advertisers are using the online platform to connect with the
youth.
• The TV industry grew by 15.4 per cent; the print industry grew by 10.7 percent; the OOH industry grew by 12 per cent; the radio industry grew by 20
per cent; the internet industry grew by 28.3 per cent; and the animation,
gaming and VFX industry grew by 31.4 per cent and the music industry
grew by 25.7 per cent.
• The only industry that didn't grow was the film industry; in fact, it fell by7.9 per cent, that is, from INR 95.0 billion (Rs 9,500 crore) to INR 87.5
billion (Rs 8,750 crore), in 2010.
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India remains a smallish contributor to the
Asia-Pacific E&M industry. Japan at USD
174 billion is by far the dominant country,
accounting for 44% of the total spending
in Asia Pacific in 2010 and the second
largest country in the world behind the
US. While advertising is growing at a ratehigher than GDP growth, it is estimated
that advertisement as a percentage of
the GDP will remain low as compared to
other developed countries like the US and
Japan.
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• All industry segments showed healthy growth in advertisement with print
and OOH recovering well from the dip in 2009 to register a growth of 13.5% and 12% respectively. Internet advertising, with 28% growth,
remained the fastest-growing segment as an increasing number of
advertisers are looking to use the online platform to connect with the youth.
Radio also showed a healthy growth of 20% and is fast catching up with
OOH. Print advertising remained the largest segment in the advertisingindustry at 46% followed by television at 41%.
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TELEVISION SECTOR
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PRINT MEDIA
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KEY ASPECTS IN PRINT MEDIA
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RADIO SECTOR
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KEY ASPECTS IN RADIO SECTOR
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MUSIC SECTOR
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KEY ASPECTS IN MUSIC SECTOR
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INTERNET ADVERTISING
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KEY ASPECTS IN INTERNET ADVERTISING
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OUT OF HOME
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ANIMATION & GAMING
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KEY ASPECTS IN ANIMATION & GAMING
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FDI in E&M Industry
•
Foreign Direct Investment up to 100 percent is allowed inmost of the sectors, more specifically,
• For Film Industry – Up to 100%
• For Radio Industry – Up to 20%
•For Print Media - Up to 74% publishing scientific/technicaland specialty magazines/ periodicals/journals
- Up to 26% publishing newspapers and
periodicals dealing in news
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What is the future?
Like the rest of the world, in India too, the industry will have to contend with risingdemand for the digital experience. The digital experience goes beyond providing just good content and includes providing it on the device of choice as well as ondemand. The industry will also have to contend with the monetisation acrossdifferent platforms as well as devices, central to their existence. It is beingincreasingly recognised that the digital experience cannot be delivered or monetisedwithout multi-party collaboration. As a result, there is an upsurge in collaborativepartnering – heralding the transformation of the E&M industry over the next fiveyears into a digital collaborative ecosystem.
What do we focus on?
Industry participants, we believe should focus on the following to harness the
abovementioned drivers:• The empowered consumer
• The involved advertiser
• The business organisation by transforming into collaborative digital enterprise
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Essentials for success
The route to success in this emerging collaborative digital environment liesin harnessing three industry-wide dynamics.
• Digital: There is rapid and accelerated digitisation of elements including
content, business process and product innovation. Social media and apps
for mobiles have had profound impact on how the consumer interacts with
his/her environment and this is set to grow further.• Demand: All interactions are being affected by rising consumer
expectations. Consumers are empowered, connected and ready to play an
increasingly collaborative role in developing new E&M products and
services.
• Data: Data is key to the interface between consumers, content, experienceand brand, as well as to innovation. Therefore, the ability to mine and
analyse detailed/contextual information is key.
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