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1、groupnTheChanging1.andscapeofIndianTelevisionASTUDYONADVANCINGTVTRANSFORMATION2024(2ndEdition)Thechanging1.ANDSCAPEOFINDIANTE1.EVISION0304070922233038ForewordIntroductionDefiningTV:TerminologyanddefinitionsSection01TheevolvingIndianTVlandscapeSection02TheConnectedTVopportunitySection03Understandingt
2、heAddressableTVviewer10KeytakeawaysContributorsgroForewordAdvancesintechnologycontinuetotransformourdailylives-bringinginnovationsandnewsolutionswhiledisplacingconventionaldevices.Thishascreatedasortofnaturalselectionthatensuresthatonlytheinstitutionsthatperpetuallyadaptandleveragetechnologytoenhanc
3、econsumerexperiencesurviveandthrive.OnesuchremarkableexampleisthatofTVinIndiawhichisseamlesslyevolvingfromterrestrialtosatellitecabletoOTTandnowConnectedTV(CTV).Inherently,theconsumerwantstoexperiment.Theneedfornewexperiencespackedwithavarietyofchoicesincontenthasledtotheswiftadoptionofdigitalservic
4、es.NodoubtTVcontinuestobeamainstayinthetypicalIndianhouseholdwhereitservesastheadhesivethatbringsthefamilytogether.TheaddeddigitalcapabilitiesinTVhaveenabledbrandstointeractwiththerightconsumersattherighttime,inamuchmoremeaningfulandmeasurablemanner.Improvedinternetaccessibility,combinedwithadiverse
5、contentspectrumonConnectedTV(CTV),andtheproliferationofregionallanguagecontent,havenotonlycaptivatedurbanaudiencesbutalsoresonateddeeplyinruralareas.Whilemid-to-high-incomehouseholdscurrentlydominatetheaddressableTVaudience,discernibletrendsinTVsalespointtowardsSmartTVsemergingasthedefaultchoicewith
6、imminentandwidespreadadoption.Inapost-cookiesera,advertiserdemandforTVwillcontinuetogrowasmarketersdiscoverthetremendouspotentialofConnectedTV,ssuperiortargetingandmeasurementcapabilities-unlockingthetruepowerofconsent-basedconsumerdata.Overall,increasedconvenience,engagementandpersonalisationareinc
7、reasingresponsivenessandreceptivityinaudiences-whichisacrucialassetinthecurrentattentioneconomy.This,inturn,isfuellingdemandforfurthercontentproduction.GroupMhasexecutedin-depthresearchintothisspacemarkedwithimmense,untappedpotential.Thisreportservesasaguidebookforadvertisersandbroadcastersalikefore
8、verythingandanythingCTV5sheddinglightonthedispositionandshiftingpreferencesofthemodernIndianaddressableTVviewer.TheaddressableTVadvertisingmarketplaceisevolvingrapidly,andweneedtoestablishacommonsetofdefinitionstoeliminateanyconfusion.WeatGroupMintendtocontinueunlockingthepowerofTVadvertisingthrough
9、ourAdvancedTVsolutions.Wehopeyoufindtheoutcomesasinsightfulandfascinatingaswedid.PrasanthKumarCEO-GroupMSouthAsiaIntroductionINDIAISONEOFTHEWOR1.D,SMOSTIMPORTANTTVMARKETSWITHTHESECOND1.ARGESTNUMBEROFTVHOUSEHO1.DSAFTERCHINA.ThissecondeditionofTheChanging1.andscapeofIndiaTelevisionreportfeaturesnewdat
10、aandinsightsfromresearchfirmAmpereAnalysisandGroupMNexus,deliveringdeepinsightsintohowtomakethemostoftheCTVopportunity.INTHISREPORT:TheConnectedTVopportunityWeanalysethenewestopportunitiesforTVadvertisersthroughSmartTVsandotherconnecteddevices.TheevolvingTraditionalTVandOTTlandscapeinIndiaWeintegrat
11、erecentdatafromAmpereMarketOperatorsandGroupM,sThisYear,NextYeartoprovideacomprehensiveoverviewofthesizeandtrajectoryofIndiasTVmarket.UnderstandingtheAddressableTVaudienceWeexplorehowadvertisersmayuseAddressableTVservicestoreachvaluableaudiencesthataredifficulttoreachonotherplatforms.Wealsoexamineth
12、eviewershipofdifferentTVservicesinIndia.AtiqueKaziPresident-Data,PerformanceandDigitalProductsGroupMIndiaOverthenextfiveyears,TVadvertisinginIndiaisanticipatedtoexperiencea10%CAGRgrowth.Duringthisperiod,thegrowthofConnectedTVadvertisingisexpectedtosurgesignificantlyinIndia,boastinga31%CAGR.Thisexpan
13、sionwillplayapivotalroleinshapingtheoveralltelevisionlandscape,encompassingbothlinearanddigitalplatforms.Acknowledgingthesignificanceofengagingwithcord-cuttersandcord-nevers,whoaredifficulttoreach,yethighlyinvolvedaudiences,hasbecomeimperative.thisReportaimstoexploretwokeyaspects： Analysingthefactor
14、scontributingtothetransformationsintheTVlandscape,identifyinggrowthdrivers,andexaminingkeysocietalfactorsinfluencingthisevolution. Providinganin-depthunderstandingofAddressableTVviewersandchangingconsumerpreferencesthatareshapingtheTVlandscape.KEYQUESTIONSCOVEREDINTHISREPORTWhatarethestatusesofthetr
15、aditionalTVandOTTmarketsinIndia?THEMETHODO1.OGYTheprimaryresearchleveragedinthisreportwascompletedinNovember2023andcomprisesasurveyofmorethan4,000onlinerespondentsinIndiawithhighsocialmediaengagementrecruitedviaFacebookandInstagram.AmperessyndicatedresearchusedinthisreportprovidesadetailedviewofIndiascable,satellite,SVoD,andtelecomsoperators*businessesandcontentspending.DatausedinthisreportincludesproprietarydatafromGroupMNexusAdvancedTV,includingforecastadvertisingrevenuesandnetworksupplydataonvideoconsumption.Completion:November2023Coverage:Representative
