FICCI-KPMG-Report-13-FRAMES

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6 The power of a billion: Realizing the Indian dream 01 Indian M&E Industry in 2013 An Introduction © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
01 The power of a billion: Realizing the Indian dream Introduction Not long ago, the thought of being able to reach and engage with the billion-strong and significantly diverse Indian customer base seemed far fetched. Today, powered by digital technologies, growth in penetration of broadband and digital cinema, increasingly sophisticated mobile devices, and a regulatory framework that is enabling growth and change in several sectors of the industry, the dreams of advertisers, media houses, and telcos are beginning to move towards fulfillment. Not so surprising then, that the theme for the FICCI Frames 2013 conclave is ‘A Tryst with Destiny: Engaging a Billion Consumers’ At the same time, this comes against the backdrop of a subdued macro environment that has dampened advertising spends. Key sectors still struggle with challenges of sub optimal scale, fragmented audiences, distribution leakages and the need for better industry co-ordination. Along with the opportunities presented by digitization and convergence, to realize the promise of a billion, come key questions for M&E companies and the government. 7 • Global slowdown in economic growth • Continued crisis in the EU • 5 percent growth in real GDP (nominal growth 11.7 percent ) in India in 2012-13 (vis a vis 6.2 percent previous year) 1 How can we extend our reach? How can we formulate multi platform distribution strategies to reach new audience segments and enable better subscription revenues? How do we penetrate emerging and lucrative regional pockets? How can we ensure access to media at realistic price points for the under-served population near the bottom of the pyramid? 730 million TV Viewers 2 181 million Press AIR 3 159 million Radio listeners 3 176 million Internet users 4 Significant potential to grow reach in a country of one billion How do we create true connect? How can we effectively segment a diverse audience base and then research and customize content for each segment, to ensure relevance? For example, how do we balance dubbed vs localized content in newly penetrated regional and rural markets? Or international vs locally produced content targeting key cities? Is there a business case for further zoning/ going hyperlocal within penetrated markets for greater localization of offerings? How do we engage the multitasking youth of today? How do we then inculcate processes to measure and monitor audience and reader responses, and then to ensure responsiveness and flexibility? 01. Central Statistical Organization (CSO) estimates 02. KPMG Analysis based upon Census 2011 and Industry discussions 03. IRS Q3 2012 04. KPMG Analysis based upon TRAI, IAMAI estimates and industry discussions. © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
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57 Hiring and retaining talent The
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05 The power of a billion: Realizin
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The smartphone is a very sophistica
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“ With brand advertising gatherin
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Music The success of the iTunes mod
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06 Round up of the year that was Th
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FICCI 2013 143 “ The Amendments t
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© 2013 KPMG, an Indian Registered
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09 Outlook for the year The power o
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11 Technology The power of a billio
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Acknowledgement We acknowledge the
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