According to a recent Goldman Sachs-Kotak Securities media report, television penetration, is seen increasing 42 per cent to 110 million homes by 2005 from the current level of 79 million. Cable connectivity, estimated by the National Readership Survey to be at 38 million, is seen going up to 61 million.
The Kotak report sees subscription revenue going up even faster. Pegging the current market (fiscal 2001) at Rs 6,000 crore, the report forecasts a three-fold growth by 2005 to Rs 17,000 core. The share of broadcasters would at 11 per cent, or Rs 1800 crore, in fiscal 2005, a steep increase from the current Rs 300 crore.
The report expect to rise in television eyeballs to increase ad spends, but projects no more than a 20 per cent growth over the next five years.