India Media Vision

In the next 5 years - Change will be constant

13th March, 2010

Young India, more people entering the workforce

Age-group% Growth IRS 07 over 06

All Working

Total (in Mn) 824 420

Total 3.0 4.9

15-19 years 2.5 8.1

20-29 years -0.1 2.7

30-39 years 4.7 6.3

40-49 years 4.8 6.1

50 years+ 3.9 2.8

• Close to 5% of the working audience in the age-group of 15-19 is Student (either doing a full time/part time jobs)

Colour TV growing at a higher pace in smaller towns/rural, an increased penetration will lead to collection on viewership of data

from < 1 lakh towns

Pop Strata

% Growth IRS 07 over 06 % Penetration

AllColou

rB&W C&S TV C&S

Total (in Mn) 824 232 142 210 370 210

Total 3 18 -9 12 45 26

40 lakh+ towns 4 11 -13 9 83 68

10-40 lakh towns 5 12 -9 10 80 51

5-10 lakh towns 5 15 -11 10 79 50

1-5 lakh towns 4 14 -9 9 72 48

50,000-1 lakh towns

4 9 -6 3 66 45

Below 50,000 towns

4 17 -8 7 60 37

5000+ villages 3 20 -4 11 42 24

1000-5000 villages 3 29 -9 19 31 13

Below 1000 villages 2 34 -13 34 25 6

Internet possibly will grow at the highest pace

TotalIRS 07 (in Mn)

PenetrationAll Internet users

Total 824 13.1 2

40 lakh+ towns 62 5.3 8

10-40 lakh towns 41 2.1 5

5-10 lakh towns 24 1.2 5

1-5 lakh towns 54 1.8 3

50,000-1 lakh towns 24 0.5 2

Below 50,000 towns 52 0.6 1

5000+ villages 122 0.8 1

1000-5000 villages 336 0.7 0

Below 1000 villages 110 0.1 0

• Most probably the audience in small towns & non urban India will adopt to technology much more fasters then the actual time taken by their urban counterparts– It’s already proven by the

mobile technology which they have adopted

Infrastructure development• Metro, Airports, etc…Infrastructure one of the booming sector in the

Indian economy• Out of Home opportunities will grow and will be the only medium that

will cut across all the demographics & psychographics as compared to other medium Like TV…will India have an expatriate population? think about them as well, they can also be reached thru this medium

• Indian aviation sector– Growth rate of India's civil aviation sector is the highest in the world– Domestic air traffic will double and touch 86 million by 2010, up from 32

million in 2007

Global warming

• As year pass by, summers will be longish• AC’s have become an affordable commodity

and will become a necessity• Possibility of power shedding• This will impact Television consumption in

certain pockets with power deficit

Increasing pollution

• This will result into health challenges on a very high scale

• Launch of Tata Nano– Implications for Media and Environmental trends – More

traffic snarls, more time on the road, hence > time for Outdoor > time for mobile media (FM, Mobiles)

– More opportunity for environmental related CRM projects/themes, and corporate responsibility for infrastructure management etc…

– Will the Police/Government lift the ban or will there be a relaxation from the current ban on not using the Mobile phones while driving?

Consumption of multiple medium

• Already there is enough amount of data which proves usage of Internet while watching TV and other activities such as eating, playing with Children, etc. All this is increase and likely to impact in a severe way during the advert breaks

• Implications – The need for branded in-content and program integration will increase, to address the viewers more efficiently

Print

• Niche magazines on the rise– Possibility of many specialty magazines, not too

high on circulation numbers (mostly in 000’s)…latest offering Better Homes & Gardens

• With various new dailies getting launched, will the definition of reach (AIR) hold good? or will it capture salience as reach?

Music consumption will rise• Launch of 9XM has proved it• IPOD and MP3 players ownership

on rise amongst youths• Increasing ownership of cell

phones will drive listenership of radio stations amongst lower SEC’s

• Currently there’s a need gap for Music as a genre

– 60% of the SEC ABC audiences consider “Music as an important part of their life”

– However less than 12% actual consume it

SECMobile (in Mn)

With Radio With MP3

A 2.3 1.4

B 2.2 1.4

C 2.3 1.1

Source : TGI 2007

From Research point of view

• Will companies opt in for real time update (more of an online tracking with panels of consumers, but a scaled up version) and plough resources accordingly i.e. services, product placement, etc…may to cut cost, etc