 "South media & entertainment ind to touch Rs 43,600 cr by FY17")
The report, titled ‘Media & Entertainment in South India - the Digital March’, released recently stated the growth would be driven by popularity of language content among the region’s populace and the evolving ecosystem, including endeavours by media vehicles to expand their presence.
The market is dominated by television (56 per cent), followed by print (28 per cent) and films (11 per cent). Sectors such as new media and radio, though smaller than other mediums, are expected to grow at rates higher than the industry average, given their increasing power of engagement.
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Kamal Haasan, chairman, Ficci media & entertainment forum – south in a statement, said all media platforms such as films, TV, print and radio were pushing content on the digital medium so as to enhance the reach.
Television constitutes the largest segment of the south Indian M&E industry and is estimated at Rs 13,470 crore, accounting for the largest share of the overall market at 56 per cent, the report noted.
The TV medium is expected to grow at a CAGR of 20 per cent over the next four years due to benefits of digitisation being realised. While the industry is enabling multi-screen viewership of TV content for viewers constantly on the move, the medium is attracting increasing number of local advertisers, it stated.
Print is the second largest segment accounting for 28 per cent of the overall market in FY 2013 at Rs 6,680 crore.
English players are launching language dailies as advertising revenues from here is estimated to grow at twice the pace that of English, largely driven by local advertisers and an increasing focus of national advertisers’ beyond Tier I cities.
Print industry is also trying to identify monetisation opportunities online by developing mobile apps and mobile optimised websites.
“With players identifying innovative ways to reach out to their readers, the print industry is also expected to see a steady CAGR of eight per cent till FY 2017,” the report highlighted.
According to Neeraj Jain, senior director, Deloitte Touche Tohmatsu India Private Ltd, the print industry in south India, where four states represent about 30 per cent of the Indian market in terms of readership, has been able to maintain its vigour through tough times.
The region churns out more films than the Bollywood. Buoyed by an ardent fan following in the south, film is the third largest segment (11 per cent) at Rs 2,680 crore. The industry is expected to see a CAGR of 12 per cent over the next four years.