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West Bengal TV ad market to grow at CAGR of 25% by 2016

Print industry also expected to cross Rs 1450 crore, predicts FICCI-Deloitte report

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Gaurav Laghate Mumbai

The media and entertainment industry in West Bengal is poised for growth and for a better time as per the latest report from audit and consulting firm Deloitte Touche Tohmatsu India for Federation of Indian Chambers of Commerce and Industry (FICCI) on the media and entertainment industry in West Bengal.

As per the report, the total advertising spend in the state is estimated to be Rs 780 crore at present and is expected to grow at a CAGR of 25 per cent to Rs 1900 crore by 2016. The report also said that out of the Rs 780 crore, about Rs 600 crore is spent on the Bengali general entertainment channels (GECs), while the rest is split between news, movies and other genres.

 

The report says with the advent of digitisation, the Bengali TV industry is at the cusp of the opportunity to serve different segments with targeted and niche content. “GECs continue to dominate the canvas of West Bengal television market, with high production values, a robust content bank based on movies and local programming, helping them propel ahead. The Bengali television industry could not realise its complete growth potential this year due to scaling back of operations by a few channels. However, phased digitisation and continued interest of audiences in Bengali TV is expected to revive the growth in coming years through investment from newer players,” it said.

West Bengal, which generated Rs 950 crore in subscription revenues during 2012, is expected to grow the subscription revenue at a fast pace due to digitisation roll-out.

"Advent of Digital Addressable System (DAS) is expected to help the broadcasters increase their subscription revenues, reduce distribution expenses and add to the health of the industry," the report added.

Meanwhile, the print media in West Bengal is currently estimated to be Rs 980 crores. Of this, the vernacular print media has the larger share at Rs 600 crores with an annual growth rate of 10%. In comparison, the English print media stands at around Rs 380 crores with an annual growth of 9%. By 2016, the total print market in West Bengal is expected to cross Rs 1450 crores, the report said.

“Readers are increasingly becoming more discerning and benchmarking vernacular dailies against English dailies not just in content but also in newsprint and presentation. Going forward, it is expected that the print will continue to grow in West Bengal as newer readers emerge as well as a diaspora that can be reached better online,” the report said

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First Published: Dec 31 2012 | 7:38 PM IST

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