2024年印度电视市场深度报告

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The Changing

Landscape of

Indian Television

A STUDY ON ADVANCING

TV TRANSFORMATION

2024 (2nd Edition)

Introduction

Section 01

The evolving Indian TV landscape

Contributors

10 Key takeaways

THE CHANGING

LANDSCAPE OF

INDIAN TELEVISION

Section 02

The Connected TV opportunity

Foreword

Defining TV: Terminology and definitions

Section 03

Understanding the Addressable TV viewer

Foreword

Advances in technology continue to transform our daily lives - bringing innovations and new

solutions while displacing conventional devices. This has created a sort of natural selection

that ensures that only the institutions that perpetually adapt and leverage technology to

enhance consumer experience survive and thrive. One such remarkable example is that of

TV in India which is seamlessly evolving from terrestrial to satellite cable to OTT and now

Connected TV (CTV).

Inherently, the consumer wants to experiment. The need for new experiences packed with

a variety of choices in content has led to the swift adoption of digital services. No doubt TV

continues to be a mainstay in the typical Indian household where it serves as the adhesive

that brings the family together. The added digital capabilities in TV have enabled brands

to interact with the right consumers at the right time, in a much more meaningful and

measurable manner.

Improved internet accessibility, combined with a diverse content spectrum on Connected

TV (CTV), and the proliferation of regional language content, have not only captivated urban

audiences but also resonated deeply in rural areas. While mid- to- high-income households

currently dominate the addressable TV audience, discernible trends in TV sales point towards

Smart TVs emerging as the default choice with imminent and widespread adoption.

In a post-cookies era, advertiser demand for TV will continue to grow as marketers

discover the tremendous potential of Connected TV’s superior targeting and measurement

capabilities – unlocking the true power of consent-based consumer data. Overall, increased

convenience, engagement and personalisation are increasing responsiveness and receptivity

in audiences – which is a crucial asset in the current attention economy. This, in turn, is

fuelling demand for further content production.

GroupM has executed in-depth research into this space marked with immense, untapped

potential. This report serves as a guidebook for advertisers and broadcasters alike for

everything and anything CTV, shedding light on the disposition and shifting preferences of

the modern Indian addressable TV viewer.

The addressable TV advertising marketplace is evolving rapidly, and we need to establish

a common set of definitions to eliminate any confusion. We at GroupM intend to continue

unlocking the power of TV advertising through our Advanced TV solutions. We hope you find

the outcomes as insightful and fascinating as we did.

Prasanth Kumar

CEO - GroupM South Asia

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摘要：

1TheChangingLandscapeofIndianTelevisionASTUDYONADVANCINGTVTRANSFORMATION2024(2ndEdition)2Introduction04Section01TheevolvingIndianTVlandscape09Contributors3810Keytakeaways30THECHANGINGLANDSCAPEOFINDIANTELEVISIONSection02TheConnectedTVopportunity22Foreword03DefiningTV:Terminologyanddefinitions07Sectio...

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