Indiantelevision.com:
An interview with L V Krishnan, CEO of Tam Media, a media research agency, who analyses the chaging trends in the Indian meda industry, the launch of DTH services, IPTV, broadband TV and also the birth of new mediums like mobile content and so on. He says:
…digitisation is fragmenting existing audiences. By digitising, you are delivering 200 channels instead of 10. Today, 85 per cent of viewing is on 27 odd channels and if you look at advertising, 90 per cent of it is also on those channels. You are further fragmenting this with broadband, IPTV and DTH. Hence consumption time on each channel is going to fall and the cost per contact is going to go up. Advertisers don’t have the wherewithal to actually kick in that extra money. It’s new advertisers who are bringing in the boom and not existing ones. And will that many new advertisers crop up?
Measuring Digital Media Market
We were testing how to measure the digital market with digital peoplemeters. While we could still measure DTH and broadband from day one, the real challenge is going to be in the second phase of digitisation where Trai and the government will open up unified licensing and allows licenses to be purchased for 3G in the telecom sector.
Also, private telcos will start delivering video sometime in future leading for interesting times. India has a very large youth and kids segment who are comfortable with gizmos. We are going to see adoption rates for these technologies with the right kind of content, faster than those we’ve seen for the remote control, cable TV or DTH.
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