An era of Indian television
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.Departing from cable television as India hurtles through the digital age, DTH connections have become the norm. Be it music, sports, entertainment, or news - television had a lot to offer for every genre. With over 900 billion impressions, Hindi-based content accounted for the majority of viewership. However, the presence of several regional language channels among the most watched TV channels nationwide was a powerful reflection of multicultural identity.
TV spurs the Indian advertising and digital media sectors
Despite facing fierce competition from digital media, television accounted for over 40 percent of the total advertising expenditure across India in 2022. A consistent share in ad spending was a sign that television was still the leader in the ad business. In 2022, the revenue generated from TV advertisements amounted to over 300 billion Indian rupees. The FMCG and telecom industries continued to serve as the chief advertising verticals on television.For Indians, the shared experience of commenting on soap opera episodes, dramatic movies and exciting sporting events can be a source of community. This has expanded to the digital markets in recent years. The rise of the video streaming market has further reformed media consumption habits in India. Moreover, as an increasing number of urban households switch to connected TVs, viewers have adopted a hybrid style that combines live television with streaming content on platforms such as Disney+ Hotstar and Netflix. Interestingly, the past couple of years have noted a slight decline in live television viewing and an increase in on-demand content consumption.