FICCI-KPMG-Report-13-FRAMES
FICCI-KPMG-Report-13-FRAMES
FICCI-KPMG-Report-13-FRAMES
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<strong>13</strong>8<br />
The power of a billion: Realizing the Indian dream<br />
“<br />
There is a growing demand for regional<br />
and niche content and we expect global<br />
growth in Punjabi, Bhojpuri, Bengali, and<br />
Marathi; and a continued strong showing<br />
by Tamil, Telugu, Kannada, and Malayalam.<br />
Devotional and Independent artists will<br />
be two key genres that drive growth<br />
in the industry in the upcoming years.<br />
Independent artists will be growth drivers<br />
for the industry as it becomes easier for<br />
these artists to distribute their content and<br />
also from new support from consumers and<br />
advertisers. Devotional content will keep<br />
growing as music preferences change and<br />
the same old classic lyrics are done with<br />
different music and instruments across<br />
languages.<br />
“<br />
- Paramdeep Singh<br />
Co-founder and Managing Director,<br />
Saavn<br />
The television industry is also monetizing on this segment<br />
and has witnessed the launch of music channels catering<br />
to regional music only. Complete News and Entertainment<br />
Broadcast (CNEB) and Launch Pad launched Bhojpuri<br />
international music TV channel – Hummara M 55 . They are<br />
also planning to enter the Punjab market with another<br />
regional channel which will air hit Punjabi film music 56 .<br />
Similarly, 9X Media launched India’s first Marathi music<br />
channel, ‘Jhakas’ 57 while it also has a Punjabi music channel<br />
called ‘Tashan’ 58 .<br />
Globalization of Indian music<br />
The emergence of digital platforms and greater channels<br />
of music discovery are contributing to expand the reach<br />
of Indian music, both in India and abroad. Apart from<br />
Hindi music, which enjoys a large following both in India<br />
and overseas, Punjabi music also has a consumer base<br />
internationally, particularly in markets such as the US,<br />
Canada and UK 59 . Punjab’s folk songs and folk music<br />
have travelled to as many as 80 world folk festivals 60 and<br />
international conferences in Europe, South Korea, Australia<br />
and many other countries.<br />
The year 2012 also saw various Indian artists collaborating<br />
with international artists and creating music. Sonu Nigam<br />
collaborated with Avicii, a Swedish DJ for a new track 61<br />
while Bollywood actress Priyanka Chopra released her<br />
debut English album ‘In My City’ featuring Will.I.Am. The<br />
album sold 100,000 copies in its first week of release 62 .<br />
Indian broadcasting players are also carrying Indian music<br />
to international borders. Music television channels are<br />
also looking to tap the opportunity in the unconventional<br />
markets such as Middle East etc. The youth pop music<br />
channel, MTV India was recently launched in the Middle<br />
East & North African region bringing its international<br />
footprint to 31 countries 63 . Entertainment Network India<br />
Limited’s (ENIL) FM radio channel ‘Radio Mirchi’ has been<br />
launched in UAE 64 .<br />
Indian music also carved a niche for itself in the world of<br />
concert music, which is evident by an increasing number of<br />
Indian artists performing overseas.<br />
Some of the major concerts by Indian artists held in 2012:<br />
© 20<strong>13</strong> <strong>KPMG</strong>, an Indian Registered Partnership and a member firm of the <strong>KPMG</strong> network of independent member firms affiliated<br />
with <strong>KPMG</strong> International Cooperative (“<strong>KPMG</strong> International”), a Swiss entity. All rights reserved.<br />
Concerts Artist Country Period Description<br />
One World<br />
Concert 65<br />
Sonu Nigam<br />
Concert 66<br />
Shreya Ghoshal<br />
Live in Bahrain 67<br />
Ooh La La 67<br />
Salaam Dubai 67<br />
A.R. Rahman US October, 2012 A.R. Rahman along with 20 other artists performed in front<br />
of a crowd of 27,000 people. Tickets were priced between<br />
USD 35-USD 55<br />
Sonu Nigam Guyana April, 2012 About 20,000 people attended the show<br />
Shreya Ghoshal<br />
Bahrain<br />
USA<br />
UAE<br />
April ,2012 to<br />
October, 2012<br />
55. http://www.mxmindia.com/2012/08/cneb-turns-into-hummra-m-bhojpuri-music-channel/<br />
56. http://www.radioandmusic.com/content/editorial/news/cneb-and-launchpad-enter-punjab-feb<br />
57. Indiantelevision.com, March 3, 2012<br />
58. http://www.radioandmusic.com/content/editorial/news/9x-media-launch-punjabi-music-channeltashan-31-august<br />
59. Digital Dawn, <strong>FICCI</strong> <strong>KPMG</strong> in India’s Media and Entertainment Industry report, 2012<br />
60. http://www.hindustantimes.com/Punjab/Chandigarh/Punjab-goes-global/SP-Article1-927847.aspx<br />
61. Times of India, December 20, 2011<br />
62. http://articles.economictimes.indiatimes.com/2012-09-21/news/34002270_1_universal-music-indiapriyanka-chopra-debut<br />
The event took place in the grounds of the Indian School<br />
Bahrain (ISB) and the singer visited 9 cities in USA 53 . She<br />
performed for the first time in UAE and all the tickets were<br />
sold out<br />
63. http://www.radioandmusic.com/content/editorial/news/mtv-india-expands-middle-east-north-africa<br />
64. http://www.radioandmusic.com/content/editorial/news/radio-mirchi-launches-uae<br />
65. http://www.myabc50.com/news/local/story/One-World-event-wraps-up-with-star-studdedvent/3qF3bK9zk0iqLve9ptJdAA.cspx?rss=<strong>13</strong>6<br />
66. http://www.bollywoodhungama.com/news/1433752/Sonu-Nigam-enthralls-crowds-at-Guyana<br />
67. Factiva research
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