IHS Markit, a consulting and research firm, estimated that Indian TV broadcasting revenues, including advertising, subscription and public funding, totaled U.S.$4 billion in 2015. The study, authored by Kia Ling Teoh, has been recently released by IHS, a company that resulted from the merger of London-based Markit and Denver-based IHS Technology.
Revenue is forecasted to grow 17 percent in the next five years, stimulated by increases in TV advertising and growth in pay-TV. Of this revenue, TV networks spent an average 62 percent on TV programming, placing India in the league of countries like Australia and Italy.
TV programming spending in India is expected to almost double in five years and to reach $5 billion by 2020, driven by improved audience measurement, increased demand for TV content--especially from rural areas--sports programming investments, and the launch of OTT platforms by all the major broadcasters, including Star India, Sony Pictures, Zee Entertainment and Viacom18, making content investments more feasible.
In the wake of Netflix's success, broadcasters are expected to allocate more of their budgets to original programming, curating a library exclusive to their own TV and OTT platforms while countering ever-increasing licensing...