Tra­di­tional, dig­i­tal me­dia will co-ex­ist in In­dia: re­port

Mint ST - - CORPORATE - [email protected] NEW DELHI

De­spite rapid dig­i­tal evo­lu­tion in In­dia, tra­di­tional and non-tra­di­tional me­dia are likely to grow and co­ex­ist over the next few years. A new re­port, One Con­sumer, Many In­ter­ac­tions, by the Con­fed­er­a­tion of In­dian In­dus­tries (CII) and Bos­ton Con­sult­ing Group (BCG), said In­dia will re­main a mul­ti­modal mar­ket, con­sid­er­ing the con­sumer has ac­cess to mul­ti­ple plat­forms. How­ever, there will be dif­fer­ences in “what”, “when” and “how” me­dia will be con­sumed.

“There might be a slow­down of growth in tra­di­tional me­dia, but there is still much head­room for growth, given the pen­e­tra­tion story has not played out com­pletely,” said Kan­chan Sam­tani, part­ner and di­rec­tor, BCG. More than 95% TV house­holds in In­dia are sin­gle-screen; hence, most TV con­sump­tion hap­pens in a fam­ily-view­ing set­ting, the re­port says.

The In­dian con­sumer is not en­tirely used to pay­ing for con­tent, while most plat­forms are ad­ver­tis­ing driven, un­like US, where the cost of a cable con­nec­tion can be as high as $80 per month. In com­par­i­son, In­dia works with $3. Be­sides, lit­er­acy lev­els con­strain print pen­e­tra­tion, and screen den­sity is much lower than China and the US. There should be in­creas­ing ru­ral elec­tri­fi­ca­tion in the com­ing years creat­ing more win­dows of op­por­tu­nity for tra­di­tional me­dia, Sam­tani added.

Over­all me­dia con­sump­tion growth in In­dia con­tin­ues to out­pace global coun­ter­parts. At a 9% com­pounded an­nual growth rate over six years, per-capita con­sump­tion is grow­ing at twice the pace of China and nine times that of US. At 4.6 hours of con­sump­tion per-capita, per day, In­dia is be­hind China (6.4 hours) and US (11.8 hours), sug­gest­ing fur­ther head­room for growth.

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