A lot has changed over the last few years in India’s TV broadcasting arena. As revenues from advertising and TV subscriptions grew 17% to touch $4.2 billion in 2006, so the quality and variety of content across a gamut of mass and niche channels has also evolved. Whether an adaptation of international formats or original concepts produced in India, there has been no shortage of experimentation. Audiences were spoilt for choice with the extension of evening primetime, the introduction of original programming during the daytime and above all these slots witnessing new launches every few months. Production houses in India not only developed the expertise to localize successful international formats but also actively engaged themselves in creating novel concepts for broadcasters. And after fifteen years in the cable and satellite industry, the likes of Star India, Sony Entertainment Television and Zee Telefilms are reaping the rewards via their respective content syndication divisions.