Television in India continues to be an important medium for both broadcasters and advertisers, with the unparalleled reach and viewership it enjoys. Even though, TV remains a medium of appointment viewing and is witnessing the rise of digital media consumption due to proliferation of 4G and smartphones, it is likely to remain robust in the near future.
Pay-TV industry revenues in India are on track to pass the US$10 billion mark this year, according to the latest forecasts from leading industry analysts Media Partners Asia (MPA), published in a new report Asia Pacific Pay-TV Distribution 2017. Industry revenues are set to expand by 10.6% this year, picking up the pace again after a 6.3% growth rate in 2016.
Cable, the dominant platform in Indian pay-TV with 59% of subscription revenue and 67% of subscribers, will expand by 7.0% this year to exceed US$3.6 billion, according to MPA forecasts. Revenues for DTH satellite meanwhile will grow by 13.6% to reach ~US$2.6 billion. Pay-TV advertising, meanwhile, is set to contribute just over US$3.8 billion.
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