Top Story


Home >> Digital >> Article

TV will continue to dominate as a media source: Deloitte

Font Size   16
TV will continue to dominate as a media source: Deloitte

“Voice and data tariffs will need to be rationalised in 2013 to sustain the telecom industry. With operating costs of telecom operators rising exponentially, we expect that companies will hike tariffs gradually, either in the form of removing discounts or increasing tariffs nominally,” said Hemant Joshi, Partner, Deloitte Haskins and Sells.

He was speaking at the presentation of the third edition of Deloitte’s Predictions for the technology, media and telecommunications (TMT) sector in India on February 20, 2013. The TMT India predictions are based on the expertise of Deloitte TMT practices across the globe and look at the emerging issues that will impact technology, media and communication in the coming year.

According to the predictions, mobility will be the most dynamic technology platform that would influence multiplicity of segments, of which the most notable ones will be education, retail and payments. In education, the emergence of open standards and the mobile web interplay will bring together collaborative and experiential modes of learning, promote greater interaction and provide more insightful and relevant skill assessment platforms.

In the media domain, television will continue to dominate as a media source, with print following closely. “The growth rate of mobile internet users will primarily depend on the success of internet penetration and that of reliable mobile networks like 3G and forthcoming 4G. Social media will increase its dominance further over other forms of media for connecting to the masses both at a personal level and for business purposes,” shared Sandip Biswas, Director, Deloitte.

Speaking on the technology domain PN Sudarshan, Senior Director, Deloitte said, “We expect a few large players to start taking baby steps towards forming the ecosystem around the Government to Consumers (G2C) model. Primary among these will be remittance services that will bring banks, mobile operators, retailers and application service providers on one platform.”

Some of the TMT trends that will impact India in 2013 are:
Hawking their wares: Will technology find its next big market in India retail?
There will be increased use of technology in the retail industry in India as online and offline retailers scale-up and address newer market segments.
Television : Old school, but still rocking the show
Deloitte predicts that television will continue to dominate as a media source and as an impactful medium for advertising. Content too will evolve as it focuses on localisation and targeted advertising to cater to regional tastes and needs.
Print Media: Time for transformation
Newspapers will remain as the second biggest influencer behind television as the preferred advertising media. As the primary industry rejuvenates itself, the focus will be on making investments in digital printing, which represents a market growth opportunity for technology vendors, as well as, users.
Movie Content: Digital means of entertainment
Rising consumer demand for movie content will lead production houses to generate more content in digital format. The move from film to digital would create a burden on theatres to invest money; they may not have on new projection technology.
Smartphone market will grow but usage will remain simple
In 2013, one in every five smartphone owners, globally, may never or rarely connect to the Internet through cellular or Wi-Fi. While in case of India, the trend would compute to two in every five smartphone owners.


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

SEBI (Securities and Exchange Board of India,) imposed the fine for delayed disclosures under the Listing Agreement and the Insider Trading Regulations

Under BN Kumar’s leadership, PRCI held several successful global conclaves, brought out highly professional house journals and conducted international award winning social communication campaigns

At the 10th Pitch CMO Summit, marketers discussed the challenges of interfacing with the digitally empowered consumer.