The future of TV in India

Looks at the current market for TV in India and discusses its future in the midst of new digital technologies and changes in viewership.

It was a moment in television history that the broadcaster, Star Sports, deemed worthy enough to splash out on the front page of The Economic Times. With 313 million viewers spending 100 billion minutes on the screen, Vivo Pro Kabaddi finals became the largest non-cricket live game to be watched on television in India.

With a viewing universe of 780 million1, television enjoys a penetration of 64% - a jump of 10% over 2013. Since rural TV owning homes (99 million) outnumber urban TV owning homes (84 million), it shouldn't be surprising that a game that is quite...

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