Digitization will facilitate increased number of channels and high-quality viewing. India is a fast digitizing market and the consumer shift towards digital services is exhibited through the expansion of digitized households. The players in the electronic media can be classified into a three-link chain.
However, the key challenge for the industry would be to increase its share of the overall advertising pie. Moreover, while the OOH inventory utilisation had improved inprice realisation did not improve in any significant manner.
Advertisers were seen to be increasingly building their reach beyond the saturated urban spots and so rural markets were expected to be an important part of the OOH media landscape in the coming years. With rural consumption expected to go up in a big way, OOH advertising spends in these markets are expected to increase as OOH is indeed the key medium in the rural markets where literacy levels are low and connectivity internet and television is limited.
OOH advertising formats like tricycle advertising, tree guard branding, etc. Formatting New Formats While billboards continued to dominate the OOH landscape, airport and other transit media advertising grew at a steady pace over the last few years; a major factor for this growth has been the rapid infrastructure development seen in the country.
With the government's focus on infrastructure development, this is expected to continue to boost the outdoor industry in the coming years. Ad spots at locations like the Metro lines in Mumbai and New Delhi, and the T2 terminal at the Mumbai airport are highly sought after by advertisers, says the report.
Private airports as well as metros are better designed for monetising income from advertisements.
However, LED billboards and street furniture continued to grow at a slow pace. Growth Drivers The reports says that ineCommerce was a welcome surprise and was expected to drive industry growth in too; the General Elections gave a welcome impetus to growth. Telecom players which have been traditionally big spenders in the OOH industry transitioned to smaller towns and cities.
Spends by other traditional sectors such as automotive were flat, BSFI stayed away whereas real estate continued to show resilience. Challenges Continue There have been some common challenges for the industry, such as, lack of clarity on regulations, absence of uniform measurement metrics, issue of unauthorised hoardings and the like.
The report predicts that this trend will continue in the current year too since there is a need for consolidation in a largely fragmented industry has been voiced by OOH players for a long time and this high-profile acquisition perhaps gave a taste of what is to come in future years.
Digitisation - Long Overdue Technological advancements and newer avenues for advertising may increase in and this may prove critical for the OOH sector.
The industry would see the requisite technological upgrades to the OOH display units.
Since interactivity is the new tool, digital upgrades can add new platforms to the OOH industry. Transit media is likely to grow at a faster pace, but it would continue to constitute a small proportion of the overall media pie.
Growth in is expected to continue - key drivers being eCommerce, auto brands with over 50 launches expected, the 4G roll out, government initiatives and infrastructure growth. Media sector spends are also likely to increase due to sporting events.Dec 29, · FICCI-KPMG’s report noted that the tradi¬ tional media businesses saw a slow down last year.
In comparison, the new media components of the M&E industry -- anima¬tion and VFX, online and gaming business¬es -- witnessed phenomenal growth rates. India’s media and entertainment (M&E) sector has registered a growth of 12 per cent in , over , to reach Rs 72, crore and the industry is expected to register a compounded agg.
Indian Media & Entertainment Industry to Engage a Billion Consumers as a Catalyst of Economic and Social Change in India. Back in the Spotlight FICCI-KPMG Indian Media & Entertainment Industry Report KPMG IN INDIA Indian Media &Entertainment (M&E) industry went through a tough Media spend in India as a percent of GDP is percent.
This ratio phase in last two years due to the economic slowdown which.
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Indian Bureaucracy is an Exclusive News and Analysis portal on Indian bureaucracy, Latest Transfers and Appointments, Public Sector Undertaking PSU, Indian Government News and the Corporate world. The stage is set: FICCI-KPMG Indian Media and Entertainment Industry Report 3 The stage is set: FICCI-KPMG Indian Media and Entertainment Industry Report Television: 5 5 6 The stage is set: FICCI-KPMG Indian Media and Entertainment Industry Report growth.
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