Indian Media Scenario [PDF]

8000. Town Classes covered .1mn + Towns .1mn+ Towns & Mah LCI. No. of Cities covered. 87. 162. Geography. Urban. Urb

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Idea Transcript


Indian Media Scenario

March’2011

Structure  

India - Its Happening Now India at a glance     



Diversity Basic Parameters Economic Construct Population Break Up SEC Clasification

Indian Media      

Media reach Television Print Radio Internet Media performance on Key Metrics

Content 

Indian Advertising Industry revenues  



A closer look at Television Media        



Mediumwise break up Trends over last 5 years Split between – Analog, Digital & Non C& S Growth over last year Urban V.s Rural Growth of C&S Household over years Viewership Split by languages & Genre GRPs Contribution – Analog & Digital Marketwise universe contribution Marketwise C&S penetration

Outlook 2011

India – Its happening NOW!!!

India – Growth Indicator

Second fastest growing economy in the world despite the Global slowdown effects. GDP grew at around 7.4% during FY 09-10

Buoyant Rural economy & consumer markets, growing at a faster pace than the Urban counterparts. Many Global Corporations queuing up to capitalise on the opportunities

Indian Govt. aims at aggressive growth rate of 9 to 10% annually for next 25 years resulting into becoming one of the largest economies of the world

Per Capita income in India is US$ 740, and is expected to increase to US$ 2000 till 2016-17

Source: India Brand Equity foundation & Industry Sources

India’s GDP will match that of US by 2050 India will overtake Canada by 2012

Italy by 2017

France by 2020

UK by 2022

Germany by 2023

World’s no 3 economy by 2050

GDP estimations 2050 in US$ (Trillion)

80

71

60 40

39

38

USA

India

20 0

China

Source: Goldman Sachs BRIC Report

Japan by 2028

India is now metamorphosed into a global brand image

India-Second Fasted Growing Economy

India – 3rd favorite market in global foreign direct investment Indian companies are turning MNCs through M&As Globally

• India is likely become the fifth largest consumer market in the world by 2025 • According to World Bank India’s GDP ranks 5th pertaining to Purchasing Power Parity (PPP); after USA, Japan & China

• On a cumulative basis, the FDI equity inflows received by India stood at US$ 20.92 billion during April-December 2009 • Sectors attracting highest FDI Equity Inflows-Services Sector, Telecommunications, Housing and Real Estate

• Tata Steel’s acquisition of Corus, UK for $ 12.1 BN • United Spirits’ acquisition of Whyte & Mackay, UKfor $1.2 BN • Bennett Coleman & Co Ltd(BCCL)acquired Britain’s Virgin Radio

Source: India Brand Equity foundation, CIA world Fact book, & McKinsey Global Institute

Young India with higher disposable income

India has largest young population in the world

66% of Indian’s Population is below the 35 yrs of Age

A sustainable young population means

• A longstanding productive working population • A huge domestic consumer market

Households with annual income of more than Rs. 10 million will almost triple

Source: India Today & Industry Sources

India is most attractive emerging Retail market for investment

The Indian retail market, the 5th largest retail destination globally

India’s overall retail sector is expected to rise to US$ 833 billion by 2013 and to US$ 1.3 trillion by 2018, at CAGR of 10%.

Current organized Retail in India targets 300 million Urban Middle class & 200 million Rural Rich- this market size is estimated to be around 100 Billion

Source: India Brand Equity foundation& Industry Reports

India – at a glance

India – a diverse country



More than 1 billion people 



No. of States – 29 



7 Union Territories

No. of Languages 



Urban: Rural ratio 30:70

18 Official Languages

No of local dialects 

More than 1500 dialects

Key Parameters

Parameters

INDIA ( All figs in Millions. Excl of %)

Population

1173.1MN

Population Under 15

Adult Literacy Exchange Rates No of Households Average no. per household

Source: TRAI, The Economist, CIA World Fact Book & TAM

30.5%

61% 46.07 (Rs per $) 231m 5.0

The Economic Construct Parameters GDP Origins of GDP

INDIA $1.43 trillion % of total

Agriculture

16.1%

Industry

28.6%

Services

55.3%

Structure of Employment

% of total

Agriculture

52%

Industry

14%

Services

34%

India’s GDP is expected to grow at 9.2% in the year 2010-11 compared to 7.4% in the year 2009-10

Source: Govt of India , The Economist & CIA World Fact Book

India -Key Media Indicators Parameters

TV Households Total Net Advertising Spend % of GDP

INDIA ( All figs in Millions. Excl of %)

141 US$ 5133 0.46%

Fixed Telephone Line Subscribers

35

Mobile Subscribers

752

Total Cable & Satellite Household

116

Analog

90

Digital

26

C&S as % of Total TV

82%

Total Broadband Internet Subscribers

10.92

Source: TAM, TRAI & Pitch - Madison Advertising Outlook-2010

Population Break Up Population Split R1

R2

R3

R4

SEC : A

SEC : C

SEC : D

SEC : D 7%

R4 29% Urban 31% R3 28%

SEC : E

R1 R2 3% 9%

Source: IRS | Age: 12 years + | All India

SEC : C 7%

SEC : E 9%

SEC : B 5% SEC : A 3%

Socio Economic Classification SOCIO ECONOMIC CLASSIFICATION (URBAN) GRID

Occupation Unskilled Workers Skilled Workers Petty Traders Shop Owners B'Men / Indst. With employees : 0 1 to 9 10 + Self Employed Professionals Clerical / Salesmen Supervisory level Officers / Executives - Junior Officers/Executives - Middle/Senior

School upto 4 School yrs / literate but Illiterate 5-9 no formal years schooling E2 E2 E1 E2 E1 D E2 D D D D C D C B2 C B2 B2 B1 B1 A2 D D D D D D D D D C C C B1 B1 B1

SSC / HSC D C C B2 B1 B1 A2 B2 D D B2 B1

Some College but not Graduate D C C B1 A2 A2 A1 B1 B2 B2 B1 A2

Graduate / Post Graduate General D B2 B2 A2 A2 A1 A1 A2 B1 B1 A2 A1

Graduate / Post Graduate Professional D B2 B2 A2 A1 A1 A1 A1 B1 A2 A2 A1

Socio Economic classification based on the education & income of the chief wage earner of the house

Socio Economic Classification

Education Illiterate Literate but formal Edu Upto 4th Std 5th to 9th Std SSC/HSC College but not Grad Grad/PG (Gen) Grad/PG (Prof)

RURAL Classification GRID Type of Dwelling/House Pucca R4 R3 R3 R3 R2 R1 R1 R1

Semi Pucca R4 R4 R3 R3 R3 R2 R2 R2

Kuchha R4 R4 R4 R4 R3 R3 R3 R3

Rural classification based on the education & the type of the house

Indian Media

Reach of various Media (Urban + Rural) % Reach 70 60

57

50

44

40 30

20

20

18

10

5

3

Cinema

Internet

0 TV

Satellite TV

Print

Source: IRS 2010 Q3| All India | 12yrs + | All SEC | Urban+Rural

Radio

Reach of various Media - Urban % Reach 90 80

82 72

70 60 50

36

40

30

22

20 10

9

7

Cinema

Internet

0 TV

Satellite TV

Source: IRS 2010 Q3| All India | 12yrs + | All SEC| Urban

Print

Radio

Television Channels & Viewership by language Total TV Channels 575

Terrestrial 27 channels 1.7% Share

Cable & Satellite 548 channels 97.8% Share Local Cable 5 channels 6.5% Share

Hindi 72 channels 46 % Share

English 37 channels 2.5% Share

Vernacular 176 channels 37.9% Share

Multi feed 29 channels 9.9 % Share

Others 261 channels 1.5 % Share

Source: TAM | Market: All India| TG: All C&S 4+ | Multiple feeds- Channels Having Language feed in more than one language(Eng/Hin/vernacular)

TV Audience Measurement systems Parameters No. of Metered Homes( Analog + Digital) Town Classes covered No. of Cities covered Geography Gender Age Group Socio Economic Classification Education Working Status Occupation/Profession Income Levels Ownership Type of Dwelling Pan Indian Sampling Viewership Update

aMap TAM 7200 8000 .1mn + Towns .1mn+ Towns & Mah LCI 87 162 Urban Urban R R R R R R R R R R Daily

R R R

R Weekly

Print - Readers in India are spoilt for choices

Total Registered Titles Total Dailies & Periodicals 62483

Hindi 24927

• •

English 9064

Vernacular 28492

Print has more than 10000+ unique titles in India 46% of the registered publications are in Vernacular language

Source: Registrar of Newspapers For India

Research in Print There are two sources of information for print evaluation - Indian Readership Survey & National Readership Survey The Audit Bureau of Circulation (ABC) is a body that ratifies the circulation figures of the publications but is not used as a primary source for evaluation of publications Out of these above survey NRS has not been updated since 2006, while IRS updates its survey results every quarter The IRS provides both the Average Issue Readership (AIR) which based on whether the respondent has read a publication within its last period of publication (last one day for dailies, last one month for monthlies etc) as well as Total Readership It covers both Urban & Rural India under its survey representing around 876 Million Individual across the country above the age of 12 Yrs

Top Dailies and Magazines

Rank Top 10 Dailies 1 2 3 4 5 6 7 8 9 10

Dainik Jagran Dainik Bhaskar Hindustan Malayala Manorama Amar Ujala Daily Thanthi The Times of India Lokmat Mathrubhumi Rajasthan Patrika

Lang Hin Hin Hin Mal Hin Tam Eng Mar Mal Hin

Reach in MN 16.0 13.5 10.8 9.9 8.6 7.2 7.3 7.8 6.7 7.2

Source: IRS 2010 Q3| Reach in MN indicate Average issue readership(AIR)

Rank Top 10 Magazines 1 2 3 4 5 6 7 8 9 10

Vanitha (Mal) Saras Salil India Today Malayala Manorama India Today Kumudam Meri Saheli Grih shobha Cricket Samrat Grehlakshmi

Lang Freq Mal Hin Eng Mal Hin Tam Hin Hin Hin Hin

F F W W W W W W W W

Reach in MN 2.7 2.0 1.8 1.3 1.2 1.2 1.2 1.2 1.1 1.1

Radio – around 250 Private FM Stations 

The radio sector is poised for an exponential growth in India.



There is a proposal for allowing 806 private FM Radio stations in Phase III



In addition, All India Radio (AIR) is getting ready to launch a total of 320 FM radio stations



Currently there are around 250 FM stations across 90 Cities Radio

PRIMARY CHANNEL STATIONS

VIVIDH BHARATI STATIONS Private FM Stations

TYPE GROUP- 1 GROUP- 2 GROUP- 3 GROUP- 4 GROUP- 5 GROUP- A GROUP- B GROUP- C VB NETWORK 34 FM Stations

Markets 11 24 28 45 80 9 19 12 30 247

Research/ Measurement in Radio Radio Audience Measurement (RAM) is an independent division of TAM Media Research constituted in March ’07. Market Coverage: Mumbai, Delhi and Bangalore & Kolkata RAM measures anywhere (In Home, In Car, At Work/College/School & Elsewhere) consumed Radio Listenership at a quarter hour level RAM uses Diary system to measure Radio Listenership. RAM Universe is All People, 12+ years owning an FM Device RAM delivers listenership data on weekly basis through Radio Advisor software Listener Definition: A panel member is reached if he/she listens to any particular radio station for at least 8 minutes continuous OR discontinuous in any given quarter hour

Internet in India Active Internet Users(in Milion) 60 52 50 42 40 30 Growth of Broadband in India

20 11 10 2 0 2000

2004

2008

2010

Subscribers in Millions 2006

2007

2008

2009

2010

Subscribers

3.13

5.45

7.57

10.92

34%

74%

39%

44%

% Growth

2.34

The total number of active internet users in India has grown by more than 250% in last decade. Similarly broadband users in India have been consistently growing on an average of around 50% Source: IAMAI & TRAI| Active users – using internet at least once a month

Summary of media performance on Key Metrics

Parameters Syndicated Research of medium Measuring Delivery for Communication Monitoring of Ads Critical Mass Interactivity of Medium Industry Body

Press P X P P X P

TV P P P P X P

Outdoor X X X P X X

Radio P X P P X P

Internet P X X P X P

Cinema P X X P X X

Present scenario Ad Rev in INR million

120000

2008

2009

2010

100000 80000 60000 40000

20000 0

TV Count of Titles / Channels / Stations

500+

Press

Radio

62000+

250+

Cinema

Outdoor

Internet

Advertising revenue is the major source of income for Media companies in India Source: Pitch-Madison Media Advertising Outlook2011

Trend of Advertising revenues in India TV

Press

Outdoor

Radio

Internet

Ad revenues in INR billion

Cinema

2010

45

42

6

4 3

2009

43

39

6

3 2

2008

40

47

7

32

2007

40

48

7

31

2006

41

48

7 21

2005

42

48

7 21

0%

20%

Source:: Pitch-Madison Media Advertising Outlook2011

40%

60%

80%

100%

236 187 207 177 145 119

A closer look at Television in India

More than 100 Million C&S TV households in India Digital Households 26 mn Analog Households

Non C&S Households

90 mn

25 mn Total TV Owing Households 141 mn

Total Households in India 231 mn

Source: TAM | Urban + Rural

Cable & Satellite households in India has grown by around 11% % Growth C&S

Digital

C&S

31%

20 Mn C&S Analog 83 Mn

TV Owning Households 134 Mn

Digital 26 Mn

12%

C&S Analog 90 Mn

6% TV Owning Households 141 Mn

3% Total Households 223 Mn

2010 Source: TAM | Urban + Rural

Total Households 231 Mn

2011

Digital Growth driven by rural market

Digital

Digital

9 Mn

17 Mn C&S Analog

C&S Analog 51 Mn

39 Mn

TV Owning Households 68 Mn

TV Owning Households 73 Mn

Total Households 78 Mn

Total Households 153 Mn

Urban Household 2011 Source: TAM

Rural Household 2011

C&S enabled homes on the rise in India % Rise as compared to 2003

42%

63%

Analogue Cable

109%

140%

170%

Digital Cable

140 120 100

20 15

80 2

60 40

20

26

43

61

68

75

2005

2006

2009

83

90

2010

2011

0

2003

No. of C&S HHs has grown by 170% in last 8 years Source: TAM & NRS | Urban + Rural

Viewership by language & Genre coming Broad Genre

Hindi

Entertainment Movie News Cable Kids Others Music Sports Terrestrial Infotainment Lifestyle

22 12 26

Total

72

8 1 1 2

Vernacu lar 52 6 43 1 1 30 18

# of Channel Multi English Feed 5 1 7 13

Others

6 5 8 4

1 1

5

2 3

1

79 26 84 5 9 295 29 10 27 7 4

37

261

575

2 4 1 251 2

5

25

176

Total

29

Source: TAM | Market: All India| TG: All C&S 4+

Broad Genre

Hindi

Entertainment Movie News Cable Kids Others Music Sports Terrestrial Infotainment Lifestyle

29 11 4

Total

46

0 0 1 1

Vernacu lar 24 2 3 6 0 2 2

% Share of Viewership Multi English Others Feed 0 0 1 0 0 0 6 0 0 0 0 1 2 0 1 1 0 0

0

53 14 7 6 6 4 4 3 2 1 0

3

1

100

1 1

40

10

Total

GRP contribution between Analog & Digital Large Network All TV Star India Network Zee Network SunTV Network Sony Network Viacom & TV 18 & IBN Network ETV Network Turner Turner Entertainment Disney UTV Asianet Communications Ltd. Maa Television Network Sahara One Entertainment NIMBUS Communications Limited TV9 Source: TAM| Market: All India| TG: CS 4+

GRPs

GRP Contribution ANALOG DIGITAL

3565.0

89%

11%

554.4 493.9 490.6 352.8 292.3 107.5 104.2 73.9 70.6 67.2 53.8 40.3 37.0 37.0 33.6

85% 69% 85% 77% 86% 92% 68% 61% 89% 70% 92% 45% 58% 64% 92%

15% 16% 14% 23% 14% 10% 7% 6% 11% 10% 8% 3% 9% 3% 8%

Marketwise Universe Contribution

25%

C&S Penetration 21%

20% 15% 8%

8%

8%

6%

6%

5%

5%

4%

2%

2%

1%

1%

0% Assam

8%

Bihar

8%

Orissa

10%

Chattisgarh

11%

Source: TAM

Kerala

Raj

MP

PHCHP

Karnataka

TN

AP

Guj

WB

DELHI

UP

Maharashtra

0%

Marketwise Cable & Satellite Penetration C&S Penetration

Assam

Bihar

Chattisgarh

Kerala

PHCHP

Orissa

78% 75% 81% 81%

80% 76%

Karnataka

Gujarat

Andhra Pradesh

West Bengal

Tamil Nadu

DELHI

93%

89%

79%

77%

Uttar Pradesh

94%

89%

85%

Source: TAM

97%

Rajastan

99%

Madhya…

94%

Maharashtra

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Outlook 2011

Localization, Super niche & Customized solutions to drive the media industry growth 



Print 

Print share in ad pie is expected to shrink from 42.3% to 40.8%



More innovation, rate correction will be the norm in the year 2011



Special Interest magazines will still continue to grow, currently growing at the rate of 100%

TV 

TV Revenues are expected to grow by 20%



Advertising revenues to the Channel revenues will continue to be higher than the subscription revenues



But share of subscription is only likely to grow overall, with growing digital penetration& increased addressability



With increasing strength of regional channels, big network will focus on Regional space due to geographic addressability

Source:: Pitch-Madison Media Advertising Outlook2011









Radio 

Licensing of Phase III & policy changes is expected to drive the growth for radio



Due to Phase III licensing 700 more FM stations expected to be launched



Radio is expected to witness only 15% rise in overall ad revenues compared to 30% growth in the year 2010

OOH 

The Medium is expected to witness 15% growth in Revenues compared to 27% growth



Business Interest & Expenses will be high on gaining capabilities , delivery efficiencies in upcountry & rural market

Internet 

Internet is expected to eat into print share



The Medium is expected to grow by 35%

Cinema 

Revenues on Cinema Medium is expected to witness a healthy 10% growth

Source:: Pitch-Madison Media Advertising Outlook2011

2011 - Ad revenue growth will be driven by TV

2010 Ad Rev.

120

40

126 105

35

35

113 100

100 80

Growth%

30 25

20

20

60

15

15

15

13

40

10 14 17

20

9 10

7

9

0 TV

Press

Source: Pitch-Madison Media Advertising Outlook

Outdoor

Radio

Internet

10 5

1

1

Cinema

0

% Growth

Ad revenues in INR billion

140

2011 Ad Rev.

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