Shortly after independence, India started its broadcasting journey with nothing more than a small transmitter and a makeshift studio. In 1976, Doordarshan went on to become a broadcasting organization of its own and brought life to those CRTs during the 1980s, or what is famously known as the golden age of Indian television. Since then, India has developed into one of the leading television broadcasting nations in the world with more than 900 satellite TV channels.
The boom of cable television brought growth to almost all genres of programming. Be it music, sports, entertainment, or news - television had a lot to offer for every category. With over 48.4 trillion impressions, Hindi-based content accounted for the majority of viewership. However, the presence of numerous regional languages was a powerful reflection of multicultural identity.
Expected to be worth over 880 billion rupees by 2022, the small screen was continuously capitalized by various advertiser. Despite facing fierce competition from more advanced forms of advertising, television accounted for nearly 40 percent of the total advertising expenditure across India in 2019. A consistent share in ad spending was a sign that television was still the leader in the ad business. In 2020, the revenue generated from TV advertisements amounted to over 260 billion Indian rupees. Furthermore, a consistently progressing industry offered a sizeable headroom for growth. Thereby keeping the investors motivated for continued support.
For Indians, the shared experience of commenting on soap operas episodes, dramatic movies and exciting sporting events can be a source of community. This has now expanded to the digital markets in recent years. Over-the-top media services thrive along with traditional television today. Big brand channels like Sony and Star India have already made massive investments in over-the-top streaming services, marking the beginning of a digital race within the industry.