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Spotlight on India's entertainment economy - Digital’s impact on media and entertainment sectors - EY - Global

Spotlight on India’s entertainment economy

Digital’s impact on media and entertainment sectors

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Digital media provides a targeted platform for Indian sports leagues and teams to reach, engage and monetize audiences between live matches.

Broadcasting and cable television

Broadcasters are using digital media to foster greater engagement with young audiences who are increasingly online and multitasking while watching TV1.

The impact of digital media on the broadcasting and cable television sector is creating the following opportunities.

  • Digital is enabling “virtual” audience participation.

  • Mobile TV adoption is expected to grow.

  • Broadcasters expect increased broadband adoption and the introduction of 4G to spur the demand for TV content portals and streaming content online.

  • Wireless broadband is expected to drive the reach of digital TV.

Publishing

Online news consumption in India is growing, up 37% year-over-year to 15.8 million unique users in 20092. However, in contrast to other countries where digital consumption has led to falling traditional readership, print circulation in India is seeing strong growth. 

The impact of digital media on the publishing sector creates the following opportunities.

  • Publishers have the opportunity to increase digital revenues through internet portals and e-commerce.

  • There is a growing opportunity for newspapers to leverage their brands and editorial resources to create engaging "opinion-based" online editions that attract online audiences.

Films

Indian film companies are using digital media to generate new ancillary revenues and to promote films through direct-to-consumer engagement.

The impact of digital media on the film sector creates the following opportunities.

  • Studios are seeing higher returns from recent releases of Hollywood movies in 3D have generated higher returns for studios.

  • Opportunities for different revenues from customers exist for studios releasing films in different media in distinct windows.

  • Consumption of film-related mobile content, such as songs, games and mobile themes, accounts for 50% of overall VAS revenues in India .

  • Indian studios have the opportunity to increase marketing for movies via social media.

  • The introduction of 4G and mass broadband availability opens a new market for home entertainment.

Radio and music

Increased bandwidth availability and smartphone adoption will allow radio and music companies to establish a direct-to-consumer model for mobile content delivery based on music streaming services over data networks.

The impact of digital media on the radio and music sector creates the following opportunities.

  • Radio networks are seizing the opportunity of digital to reach listeners using mobile devices in towns further away.

  • Increased wireless broadband and smartphone adoption is allowing radio and music companies to develop mass market music streaming services on mobile devices.

Sports

Digital media provides a targeted platform for Indian sports leagues and teams to reach, engage and monetize audiences between live matches.

The impact of digital media on the sports sector creates the following opportunities.

  • Indian sports teams are engaging directly with fans through online platforms such as blogs and social networks.

  • Sports teams are partnering with developers to create games and mobile apps to generate licensing revenue.

  • Cricket tournament organizers can gain significant revenue from licensing fees for online and mobile broadcasts.

  • Ticketing companies are simplifying the ticket-booking experience through online and mobile platforms and increasing revenues.

 


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1"11 for 2011," Financial Express (India), 28 December 2010, via Dow Jones Factiva, © 2010 Indian Express Pty. Ltd.; "What do young people want," Impact, 22 May 2011, via Dow Jones Factiva, © 2011 Adsert Web Solutions Pvt. Ltd.

2"Economictimes.com top financial & business news website," Economic Times, 24 February 2011, via Dow Jones Factiva, © 2011 The Times of India Group.

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