Top Story

e4m_logo.png

Home >> Media - TV >> Article

India, China among the fastest growing TV advertising market: PwC

24-June-2002
Font Size   16
India, China among the fastest growing TV advertising market: PwC

According to the Global Entertainment and Media Outlook survey released by PricewaterhouseCoopers, India and China will be among the fastest growing television advertising markets in the Asia-Pacific region in the next four to five years. Although the underlying market will remain weak in 2002-2003, China and India will be an exception, the PwC report states.

Overall, the PwC study projects that TV advertising in Asia-Pacific would increase from $30 billion in 2001 to nearly $37 billion in 2006. Despite a weak market till 2003, an economic rebound is expected to fuel larger increases over the remaining period in the forecast period, it adds.

Japan, which is the Asia-Pacific’s dominant market, is expected to post low single-digit increases, while India and China may record average increases in double digits, according to the survey. TV advertising in India, which is pegged at $800 million now, would increase to $1,240 million by 2006, it states.

This study links innovative programming with higher viewership and increased advertising. In a development that promises to promote local production and help realise the revenue potential of successful shows, countries are opening up their markets to formats from other countries, the study says.

As a point in case, the PwC report cites opening up of the Chinese television market as a way to boost revenues. China is beginning to open up its television market to international programming, attracting more advertisers.

Multi-channel penetration of programmes is another focus point of this study. Although advertising generated by multi-channel programmes accounts for only 6 per cent of the total TV ads in 2001, PwC forecasts that the expanding marketplace will drive multi-channel advertising to a 17.6 per cent compound annual growth over the next five years.

Significantly, multi-channel broadcasting is expected to be a major source of growth in India too. Although local economic conditions and television marketplace developments will determine much of the future of TV advertising in the region, it’s likely to follow a pattern of weakness in 2002 and 2003, a pickup in 2004 and healthy increases in 2005 and 2006.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

In a market that is dominated by giants like Mercedes, Volvo and Mitsubishi, Tata Motors is using VR to deliver a compelling sales pitch

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively