India

TV revenue continues it’s upward trend as the Indian audience is very receptive to TV advertising. India's TV market is dominated by pay- TV, which is expected to grow by 15 percent a year to become a US $10 billion business by 2014. The number of channels has mushroomed to over 460.

India’s economic outlook also remains positive and stable. The International Monetary Fund (IMF) projects India’s growth forecast for 2010 to 9.5% and 2011 at 8.5%.

Advertising spend in main media in India - television, newspaper and magazine - increased by 36% in the first half of 2010. This is the highest level of growth among the 12 major markets in the Asia Pacific region, where overall media spend grew by 18%.

Pay-TV has benefited from the traditional big spenders of FMCG and telecoms as well as new launches.  The industry is also aggressively strengthening rates helped by the fragmentation of viewing which leads to less viewership overlap. As channels are chosen for incremental reach rather than merely to deliver frequency, the rate they command improves. Improved viewership of regional language channels has also driven advertising revenues higher.

TAM Media Research, with a people meter panel of 8,000 homes, dominates audience measurement. The latest baseline study was implemented in early 2010 and pay TV is now estimated to be in 75% of TV households, reaching over 108 million homes. Digital TV has also experienced unprecedented growth and is now available in over 20 million homes.