indian media scenario
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Indian Media Scenario
March’2011
Structure
India - Its Happening Now
India at a glance
Diversity
Basic Parameters
Economic Construct
Population Break Up
SEC Clasification
Indian Media
Media reach
Television
Radio
Internet
Media performance on Key Metrics
Content
Indian Advertising Industry revenues
Mediumwise break up
Trends over last 5 years
A closer look at Television Media
Split between – Analog, Digital & Non C& S
Growth over last year
Urban V.s Rural
Growth of C&S Household over years
Viewership Split by languages & Genre
GRPs Contribution – Analog & Digital
Marketwise universe contribution
Marketwise C&S penetration
Outlook 2011
India – Its happening NOW!!!
India – Growth Indicator
Second fastest growing economy in the world
despite the Global slowdown effects. GDP grew at around 7.4%
during FY 09-10
Buoyant Rural economy & consumer markets, growing at a faster pace than the Urban counterparts.
Many Global Corporations queuing up to capitalise on the
opportunities
Per Capita income in India is US$ 740, and is expected to increase to US$ 2000 till 2016-17
Indian Govt. aims at aggressive growth rate of 9 to 10% annually for next 25 years resulting into becoming one of the largest economies
of the world
Source: India Brand Equity foundation & Industry Sources
India’s GDP will match that of US by 2050
71
39 38
0
20
40
60
80
China USA India
GDP estimations 2050 in US$ (Trillion)
Canada by 2012
Italy by 2017
France by 2020
UK by 2022
Germany by 2023
Japan by 2028
India will overtake
Source: Goldman Sachs BRIC Report
World’s no 3 economy by 2050
India is now metamorphosed into a global brand image
• India is likely become the fifth largest consumer market in the world by 2025
• According to World Bank India’s GDP ranks 5th pertaining to Purchasing Power Parity (PPP); after USA, Japan & China
India-Second Fasted Growing Economy
• On a cumulative basis, the FDI equity inflows received by India stood at US$ 20.92 billion during April-December 2009
• Sectors attracting highest FDI Equity Inflows-Services Sector, Telecommunications, Housing and Real Estate
India – 3rd favorite market in global
foreign direct investment
• Tata Steel’s acquisition of Corus, UK for $ 12.1 BN
• United Spirits’ acquisition of Whyte & Mackay, UKfor $1.2 BN
• Bennett Coleman & Co Ltd(BCCL)acquired Britain’s Virgin Radio
Indian companies are turning MNCs through M&As
Globally
Source: India Brand Equity foundation, CIA world Fact book, & McKinsey Global Institute
Young India with higher disposable income
India has largest young population in the world
66% of Indian’s Population is below the 35 yrs of Age
A sustainable young population means
• A longstanding productive working population
• A huge domestic consumer market
Households with annual income of more than Rs. 10 million will almost triple
Source: India Today & Industry Sources
India is most attractive emerging Retail market for investment
The Indian retail market, the 5th largest retail destination globally
India’s overall retail sector is expected to rise to US$ 833
billion by 2013 and to US$ 1.3 trillion by 2018, at CAGR of
10%.
Current organized Retail in India targets 300 million Urban
Middle class & 200 million Rural Rich- this market size is estimated to be around 100
Billion
Source: India Brand Equity foundation& Industry Reports
India – at a glance
India – a diverse country
More than 1 billion people
Urban: Rural ratio 30:70
No. of States – 29
7 Union Territories
No. of Languages
18 Official Languages
No of local dialects
More than 1500 dialects
Key Parameters
Parameters INDIA( All figs in Millions. Excl of %)
Population 1173.1MN
Population Under 15 30.5%
Adult Literacy 61%
Exchange Rates 46.07 (Rs per $)
No of Households 231m
Average no. per household 5.0
Source: TRAI, The Economist, CIA World Fact Book & TAM
The Economic Construct
Parameters INDIA
GDP $1.43 trillion
Origins of GDP % of total
Agriculture 16.1%
Industry 28.6%
Services 55.3%
Structure of Employment % of total
Agriculture 52%
Industry 14%
Services 34%
Source: Govt of India , The Economist & CIA World Fact Book
India’s GDP is expected to grow at 9.2% in the year 2010-11 compared to 7.4% in the year 2009-10
India -Key Media Indicators
Source: TAM, TRAI & Pitch - Madison Advertising Outlook-2010
Parameters INDIA( All figs in Millions. Excl of %)
TV Households 141
Total Net Advertising Spend US$ 5133
% of GDP 0.46%
Fixed Telephone Line Subscribers 35
Mobile Subscribers 752
Total Cable & Satellite Household 116
Analog 90
Digital 26
C&S as % of Total TV 82%
Total Broadband Internet Subscribers 10.92
Population Break Up
R13%R2
9%
R328%
R429%
SEC : A3%
SEC : B5%
SEC : C7%
SEC : D7%
SEC : E9%
Urban31%
Population Split
R1 R2 R3 R4 SEC : A SEC : C SEC : D SEC : E
Source: IRS | Age: 12 years + | All India
Socio Economic Classification
Occupation Illiterate
School upto 4
yrs / literate but
no formal
schooling
School
5-9
years
SSC /
HSC
Some
College but
not
Graduate
Graduate /
Post
Graduate -
General
Graduate /
Post
Graduate -
Professional
Unskilled Workers E2 E2 E1 D D D D
Skilled Workers E2 E1 D C C B2 B2
Petty Traders E2 D D C C B2 B2
Shop Owners D D C B2 B1 A2 A2
B'Men / Indst. With employees : 0 D C B2 B1 A2 A2 A1
1 to 9 C B2 B2 B1 A2 A1 A1
10 + B1 B1 A2 A2 A1 A1 A1
Self Employed Professionals D D D B2 B1 A2 A1
Clerical / Salesmen D D D D B2 B1 B1
Supervisory level D D D D B2 B1 A2
Officers / Executives - Junior C C C B2 B1 A2 A2
Officers/Executives - Middle/Senior B1 B1 B1 B1 A2 A1 A1
SOCIO ECONOMIC CLASSIFICATION (URBAN) GRID
Socio Economic classification based on the education & income of the chief wage earner of the house
Socio Economic Classification
Pucca Semi Pucca Kuchha
Illiterate R4 R4 R4
Literate but formal Edu R3 R4 R4
Upto 4th Std R3 R3 R4
5th to 9th Std R3 R3 R4
SSC/HSC R2 R3 R3
College but not Grad R1 R2 R3
Grad/PG (Gen) R1 R2 R3
Grad/PG (Prof) R1 R2 R3
EducationType of Dwelling/House
RURAL Classification GRID
Rural classification based on the education & the type of the house
Indian Media
Reach of various Media (Urban + Rural)
Source: IRS 2010 Q3| All India | 12yrs + | All SEC | Urban+Rural
57
44
20 18
53
0
10
20
30
40
50
60
70
TV Satellite TV Print Radio Cinema Internet
% Reach
Reach of various Media - Urban
Source: IRS 2010 Q3| All India | 12yrs + | All SEC| Urban
82
72
36
22
9 7
0
10
20
30
40
50
60
70
80
90
TV Satellite TV Print Radio Cinema Internet
% Reach
Television Channels & Viewership by language
Total TV Channels575
Terrestrial27 channels 1.7% Share
Cable & Satellite548 channels 97.8% Share
Hindi72 channels 46 % Share
English37 channels2.5% Share
Vernacular176 channels37.9% Share
Multi feed29 channels 9.9 % Share
Others261 channels1.5 % Share
Local Cable5 channels 6.5% Share
Source: TAM | Market: All India| TG: All C&S 4+ | Multiple feeds- Channels Having Language feed in more than one language(Eng/Hin/vernacular)
TV Audience Measurement systems
Parameters aMap TAM
No. of Metered Homes( Analog + Digital) 7200 8000
Town Classes covered .1mn + Towns .1mn+ Towns & Mah LCI
No. of Cities covered 87 162
Geography Urban Urban
Gender R R
Age Group R R
Socio Economic Classification R R
Education R
Working Status R
Occupation/Profession R
Income Levels R
Ownership R
Type of Dwelling R
Pan Indian Sampling R R
Viewership Update Daily Weekly
Print - Readers in India are spoilt for choices
Total Dailies & Periodicals
62483
Hindi24927
English9064
Vernacular28492
• Print has more than 10000+ unique titles in India
• 46% of the registered publications are in Vernacular language
Source: Registrar of Newspapers For India
Total Registered Titles
Research in Print
There are two sources of information for print evaluation - Indian Readership Survey & National Readership Survey
The Audit Bureau of Circulation (ABC) is a body that ratifies the circulation figures of the publications but is not used as a primary source for evaluation of publications
Out of these above survey NRS has not been updated since 2006, while IRS updates its survey results every quarter
The IRS provides both the Average Issue Readership (AIR) which based on whether the respondent has read a publication within its last period of publication (last one day for dailies, last one month for monthlies etc) as well as Total Readership
It covers both Urban & Rural India under its survey representing around 876 Million Individual across the country above the age of 12 Yrs
Rank Top 10 Dailies LangReach in
MNRank Top 10 Magazines Lang Freq
Reach in
MN
1 Dainik Jagran Hin 16.0 1 Vanitha (Mal) Mal F 2.7
2 Dainik Bhaskar Hin 13.5 2 Saras Salil Hin F 2.0
3 Hindustan Hin 10.8 3 India Today Eng W 1.8
4 Malayala Manorama Mal 9.9 4 Malayala Manorama Mal W 1.3
5 Amar Ujala Hin 8.6 5 India Today Hin W 1.2
6 Daily Thanthi Tam 7.2 6 Kumudam Tam W 1.2
7 The Times of India Eng 7.3 7 Meri Saheli Hin W 1.2
8 Lokmat Mar 7.8 8 Grih shobha Hin W 1.2
9 Mathrubhumi Mal 6.7 9 Cricket Samrat Hin W 1.1
10 Rajasthan Patrika Hin 7.2 10 Grehlakshmi Hin W 1.1
Source: IRS 2010 Q3| Reach in MN indicate Average issue readership(AIR)
Top Dailies and Magazines
Radio – around 250 Private FM Stations
The radio sector is poised for an exponential growth in India.
There is a proposal for allowing 806 private FM Radio stations in Phase III
In addition, All India Radio (AIR) is getting ready to launch a total of 320 FM radio stations
Currently there are around 250 FM stations across 90 Cities
Radio TYPE Markets
GROUP- 1 11
GROUP- 2 24
GROUP- 3 28
GROUP- 4 45
GROUP- 5 80
GROUP- A 9
GROUP- B 19
GROUP- C 12
VB NETWORK 30
Private FM Stations 34 FM Stations 247
PRIMARY CHANNEL STATIONS
VIVIDH BHARATI STATIONS
Research/ Measurement in Radio
Radio Audience Measurement (RAM) is an independent division of TAM Media Research constituted in March ’07.
Market Coverage: Mumbai, Delhi and Bangalore & Kolkata
RAM measures anywhere (In Home, In Car, At Work/College/School & Elsewhere) consumed Radio Listenership at a quarter hour level
RAM uses Diary system to measure Radio Listenership. RAM Universe is All People, 12+ years owning an FM Device
RAM delivers listenership data on weekly basis through Radio Advisor software
Listener Definition: A panel member is reached if he/she listens to any particular radio station for at least 8 minutes continuous OR discontinuous in any given quarter hour
Internet in India
Source: IAMAI & TRAI| Active users – using internet at least once a month
Growth of Broadband in India
Subscribers in Millions 2006 2007 2008 2009 2010
Subscribers 2.34 3.13 5.45 7.57 10.92
% Growth 34% 74% 39% 44%
2
11
42
52
0
10
20
30
40
50
60
2000 2004 2008 2010
Active Internet Users(in Milion)
The total number of active internet users in India has grown by more than 250% in last decade.Similarly broadband users in India have been consistently growing on an average of around 50%
Summary of media performance on Key Metrics
Parameters Press TV Outdoor Radio Internet Cinema
Syndicated Research of medium P P X P P P
Measuring Delivery for Communication X P X X X X
Monitoring of Ads P P X P X X
Critical Mass P P P P P P
Interactivity of Medium X X X X X X
Industry Body P P X P P X
Present scenario
Ad Rev in INR million
Count of Titles /
Channels / Stations
Advertising revenue is the major source of income for Media companies in India
Source: Pitch-Madison Media Advertising Outlook2011
0
20000
40000
60000
80000
100000
120000
TV Press Radio Cinema Outdoor Internet
2008 2009 2010
62000+500+ 250+
Trend of Advertising revenues in India
Ad revenues in INR billion
Source:: Pitch-Madison Media Advertising Outlook2011
187
42
41
40
40
43
45
48
48
48
47
39
42
7
7
7
7
6
6
2
2
3
3
3
4
1
1
1
2
2
3
0% 20% 40% 60% 80% 100%
2005
2006
2007
2008
2009
2010
TV Press Outdoor Radio Internet Cinema
236
207
177
119
145
A closer look at Television in India
More than 100 Million C&S TV households in India
Source: TAM | Urban + Rural
Total TV Owing
Households
141 mn
Analog Households
90 mn
Digital Households
26 mn
Non C&S Households
25 mn
Total Households in India231 mn
Cable & Satellite households in India has grown by around 11%
C&S
Digital
20 Mn
C&S Analog
83 Mn
TV Owning Households 134 Mn
Total Households 223 Mn
C&S
Digital
26 Mn
C&S Analog
90 Mn
TV Owning Households 141 Mn
Total Households 231 Mn
% Growth
31%
12%
6%
3%
2010 2011
Source: TAM | Urban + Rural
Digital Growth driven by rural market
Digital
9 Mn
C&S Analog
51 Mn
TV Owning Households 68 Mn
Total Households 78 Mn
Digital
17 Mn
C&S Analog
39 Mn
TV Owning Households 73 Mn
Total Households 153 Mn
Urban Household 2011 Rural Household 2011
Source: TAM
No. of C&S HHs has grown by 170% in last 8 years
4361 68 75 83 90
2
1520
26
0
20
40
60
80
100
120
140
2003 2005 2006 2009 2010 2011
Analogue Cable Digital Cable
% Rise as compared to 2003
42% 63% 109% 140%
Source: TAM & NRS | Urban + Rural
170%
C&S enabled homes on the rise in India
Viewership by language & Genre coming
Source: TAM | Market: All India| TG: All C&S 4+
Broad Genre HindiVernacu
lar
Multi
FeedEnglish Others Total
Entertainment 22 52 5 79
Movie 12 6 1 7 26
News 26 43 13 2 84
Cable 1 4 5
Kids 1 6 1 1 9
Others 8 30 5 1 251 295
Music 1 18 8 2 29
Sports 1 4 5 10
Terrestrial 2 25 27
Infotainment 5 2 7
Lifestyle 3 1 4
Total 72 176 29 37 261 575
# of Channel
Broad Genre HindiVernacu
lar
Multi
FeedEnglish Others Total
Entertainment 29 24 0 53
Movie 11 2 0 1 14
News 4 3 0 0 7
Cable 6 0 6
Kids 0 6 0 0 6
Others 0 2 0 0 1 4
Music 0 2 2 0 4
Sports 1 1 1 3
Terrestrial 1 1 2
Infotainment 1 0 1
Lifestyle 0 0 0
Total 46 40 10 3 1 100
% Share of Viewership
GRP contribution between Analog & Digital
Large Network GRPs ANALOG DIGITAL
All TV 3565.0 89% 11%
Star India Network 554.4 85% 15%
Zee Network 493.9 69% 16%
SunTV Network 490.6 85% 14%
Sony Network 352.8 77% 23%
Viacom & TV 18 & IBN Network 292.3 86% 14%
ETV Network 107.5 92% 10%
Turner 104.2 68% 7%
Turner Entertainment 73.9 61% 6%
Disney 70.6 89% 11%
UTV 67.2 70% 10%
Asianet Communications Ltd. 53.8 92% 8%
Maa Television Network 40.3 45% 3%
Sahara One Entertainment 37.0 58% 9%
NIMBUS Communications Limited 37.0 64% 3%
TV9 33.6 92% 8%
GRP Contribution
Source: TAM| Market: All India| TG: CS 4+
Marketwise Universe Contribution
21%
11%
8% 8% 8% 8% 8%6% 6%
5% 4%2% 2% 1% 1% 0%
0%
5%
10%
15%
20%
25%
Mah
aras
htr
a
UP
DEL
HI
WB
Gu
j
AP
TN
Kar
nat
aka
PH
CH
P
MP
Raj
Ker
ala
Ch
atti
sgar
h
Ori
ssa
Bih
ar
Ass
am
C&S Penetration
Source: TAM
Marketwise Cable & Satellite Penetration
85%77%
94%99%
89%97%
79%
94%89%
80% 76%
93%
78% 75%81% 81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mah
aras
htr
a
Utt
ar P
rad
esh
DEL
HI
Tam
il N
adu
Wes
t B
enga
l
An
dh
ra P
rad
esh
Gu
jara
t
Kar
nat
aka
PH
CH
P
Mad
hya
…
Raj
asta
n
Ker
ala
Ori
ssa
Ch
atti
sgar
h
Bih
ar
Ass
am
C&S Penetration
Source: TAM
Outlook 2011
Localization, Super niche & Customized solutions to drive the media industry growth
Print share in ad pie is expected to shrink from 42.3% to 40.8%
More innovation, rate correction will be the norm in the year 2011
Special Interest magazines will still continue to grow, currently growing at the rate of 100%
TV
TV Revenues are expected to grow by 20%
Advertising revenues to the Channel revenues will continue to be higher than the subscription revenues
But share of subscription is only likely to grow overall, with growing digital penetration& increased addressability
With increasing strength of regional channels, big network will focus on Regional space due to geographic addressability
Source:: Pitch-Madison Media Advertising Outlook2011
Radio
Licensing of Phase III & policy changes is expected to drive the growth for radio
Due to Phase III licensing 700 more FM stations expected to be launched
Radio is expected to witness only 15% rise in overall ad revenues compared to 30% growth in the year 2010
OOH
The Medium is expected to witness 15% growth in Revenues compared to 27% growth
Business Interest & Expenses will be high on gaining capabilities , delivery efficiencies in upcountry & rural market
Internet
Internet is expected to eat into print share
The Medium is expected to grow by 35%
Cinema
Revenues on Cinema Medium is expected to witness a healthy 10% growth
Source:: Pitch-Madison Media Advertising Outlook2011
2011 - Ad revenue growth will be driven by TV
105100
149 7
1
126
113
1710 9
1
20
13
1515
35
10
0
5
10
15
20
25
30
35
40
0
20
40
60
80
100
120
140
TV Press Outdoor Radio Internet Cinema
2010 Ad Rev. 2011 Ad Rev. Growth%
% G
row
th
Source: Pitch-Madison Media Advertising Outlook
Ad
rev
enu
es in
INR
bill
ion
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