Cii 2013: Media and Entertainment in India

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India Entertainment and Media Outlook 2012

www.pwc.com/india

Contents
Industry game-changers The E&M industry 2011-2016 Television Film Print Wired and mobile internet access Wired and mobile internet advertising Gaming Radio Music Out-of-home advertising 04 14 18 26 33 42 45 49 55 59 62

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Foreword
Welcome to the India Entertainment and Media Outlook 2012. We bring you the key trends and developments across nine E&M industry segments in the country. The new revised and crisp format promises to make your reading more focussed and insightful. Our new segment on internet access includes both wired and mobile internet connections and probes why internet access is a key enabler for the delivery of digital FRQWHQW DV D VLJQL FDQW JURZWK GULYHU IRU WKH ( 0 LQGXVWU\ This year the report also focuses on identifying game-changing initiatives which have the potential to take the industry to a new growth trajectory in the coming years. India is among the top 15 countries in the E&M industry by size, and is projected to be the fastest growing among even them, over WKH QH[W YH \HDUV :KLOH WKH ,QGLDQ ( 0 VHFWRU LV SURMHFWHG WR JURZ DW D UDSLG UDWH WKH RYHUDOO SRWHQWLDO LV VLJQL FDQWO\ KLJKHU given the existing under-penetration in advertising and consumer spends. Conceptualisation and implementation of game-changing initiatives, supported by robust infrastructure and policy frameworks, will be critical for achieving the vision of a ‘100 billion USD’ industry. CII and PwC are thankful to industry stakeholders for sharing their insights and viewpoints, which helped us put this report together. We also appreciate your feedback and request you to continue to tell us what can make the publication more useful to you.

Chandrajit Banerjee
Director General Confederation of Indian Industry

Smita Jha
Leader, Entertainment & Media PwC India

India Entertainment and Media Outlook 2012

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01 Industry game-changers

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The Indian E&M industry, with revenues of about 805 billion INR (17.2 billion USD) in 2011, is set to grow robustly over the next few years on the back of steady macro-economic growth, rising spending power and positive demographic indicators. The industry revenues are expected to reach 1,764 billion INR (37.6 billion USD) by 2016, with a CAGR of about 17%1 from 2012 to 2016. Currently, India is only the 14th largest E&M market in the world with industry revenues contributing about 1% of its GDP. On the other hand, China is already the third-largest market in the world and is likely to surpass Japan over the next decade to become the second-largest market worldwide, after the US. Sector revenues in selected countries, 2011 S. no Country E&M market (billion USD), 2011 GDP (billion USD), 2011 Market as percentage of GDP 2011-2016 CAGR (E&M market) E&M market (billion USD), 2016E

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

US Japan China Germany UK France Italy Canada Brazil South Korea Australia Spain Russia India Netherlands

363 173 89 72 69 61 37 35 35 34 31 22 20 17 17

15,094 5,867 7,318 3,571 2,432 2,773 2,195 1,736 2,477 1,116 1,372 1,491 1,858 1,848 836

2.4% 2.9% 1.2% 2.0% 2.8% 2.2% 1.7% 2.0% 1.4% 3.1% 2.3% 1.5% 1.1% 0.9% 2.0%

6% 3% 14% 3% 4% 4% 4% 8% 11% 5% 6% 4% 12% 17% 4%

490 203 168 84 83 75 46 51 59 43 42 27 35 38 21

However, industry stakeholders understand and acknowledge that India has the potential to achieve path-breaking growth over the next few years; possibly to reach a size of 100 billion USD. This will require the entire ecosystem to collaborate, conceptualise and execute game-changing initiatives to drive a multi-fold increase in industry revenues. These initiatives should be primarily focussed around the three key pillars of the sector – advertising spend, consumer spend, and infrastructure and policy support. Key pillars for driving growth

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