POPULATION 1,328,813,492 TV HOUSEHOLDS 170,000,000 TV PENETRATION 65.2% LICENSED TV CHANNELS 902 HD CHANNELS 77 HOUSEHOLD SIZE 4.8 CABLE TV HOMES 778 million CABLE TV PENETRATION 87.6% PAY-TV HOMES 130,000,000 DTH HOMES 50,000,000 INTERNET USERS 20% BROADBAND SUBSCRIBERS 100.84 million TELEPHONE SUBSCRIBERS 1,009,560,000 OVERALL TELEDENSITY 81.82% MOBILE SUBSCRIBERS 1033.40 million NET PIRACY COST US$2.9 billion MULTICHANNEL HOMES 167,000,000 MULTICHANNEL PENETRATION 95.2% NON-TERRESTRIAL TV CONNECTIONS 152,000,000 –Asia Pacifi c Multichannel TV 2016, by CASBAA –India Bureau of Statistics –India Multi-Screen Report 4 Quarter 2016 – OzTAM –OzTAM Universe Estimates 2 Quarter 2016 – Individuals –Internet Live Stats, Internet Users by Country (2016) –Multichannel Television Advertising in Asia, (2016) –SNL Kagan APAC OTT –casbaa.com/advertising/countries/india
T elevision has always been the biggest draw of crowd since the early seventies in India. Today, it is perhaps as big as the entire continent of Europe. The Broadcast Audience Research Council of India (BARC), the country’s TV viewership monitoring agency, has increased its estimates for audience size and television penetration, saying the medium now is watched by 780 million citizens in the South Asian nation.
By comparison, Europe has a population of about 745 million. After the update, the homes with a television set in the country have gone up to 183 million from 154 million, implying an increase in TV penetration to 64%, from the earlier estimate of 54%.
The marked increase follows the latest broadcast India survey, the largest ever research study undertaken to ascertain TV universe and television viewing habits in India. Fieldwork for the broadcast India survey was carried out between November 2015 to February 2016, covering 300,000 homes across 590 districts, touching about 4,300 towns and villages.
Partho Dasgupta, CEO of BARC India said, “The TV universe in India is ever growing and changing and so is the profi t and choice of a TV viewer. The last survey done was in 2013 and the last census was in 2011. The consumer and viewer landscape is changing rapidly with electrifi cation, prosperity, changing modes of signal and digitisation.”
According to Media Partners Asia (MPA), India is set to become Asia- Pacifi c’s best performing ad market over the next fi ve years, with net ad revenue expanding at a 13.1% CAGR between 2017 and 2022. This will help India overtake Australia to become the region’s third largest ad market by 2022, after China and Japan. Australia will fall to fourth place, while Korea will remain in fifth.
India, forecast to enjoy the fastest growth over the next five years,will see net ad revenue expanding to US$17.1 billion by 2022, up from US$9.2 billion in 2017. For Australia, another mature market, net ad revenue will rise to US$13.2 billion by 2022, from US$11.8 billion in 2017. Despite slow growth, Korea will hold onto its position as Asia Pacifi c’s fi fth largest ad market, with net ad revenue touching US$9.7 billion by 2022, up from US$9.0 billion in 2017.
Join Instant goes to India and Pakistan Turkish media content distributor, Inter Medya has recently announced that one of their game show formats titled JOIN INSTANT has been optioned in India and Pakistan.
JOIN INSTANT is planned to start airing in July 2017 on one of India’s biggest TV channels, which has just reported that acclaimed Bollywood star Shilpa Shetty will be moderating the show. Similarly, JOIN INSTANT is planned to be broadcast in Pakistan in May and June.
The original format, created by Melih Bas of BasBros Media and developed by Inter Medya’s in-house team was fi rst broadcast in 2015 and 2016 on TGRT EU, where it reached excellent results for the whole 48 weeks.
Can Okan, the Founder and CEO of Inter Medya said, “We are proud to announce the sale of JOIN INSTANT and confi dent that it will be a great success and a game changer in the Indian and Pakistani markets. For buyers everywhere, this format has always been one of the most exciting projects in our catalogue and we believe its launch in two important territories represents its worldwide power.”
An online interactive quiz show, JOIN INSTANT uses a second screen technology that provides live participants the chance to win as much as those who join the show’s online portal through the Internet. JOIN INSTANT was presented to buyers at MIP Formats 2017
