Media Boom in India

MEDIA
“ Integrated media companies will rule in the next decade.” Says Sudhanshu Asthana, Mumbai based media specialist. The Indian media industry is still learning to walk. Consisting of Television, print and the net content providers, the media in India still has a huge scope for further market penetration.
Propellers For Growth
The main growth in the media is expected to be in the areas of 4 Broadcasting 4 Cable Distribution 4 Content companies. Though a large number of TV channels have entered the domain of news broadcasting, the television industry will provide the main scene of action. “The sunrise part has already happened. Consolidation has already been done at a national level in the television industry, so there are not many chances of a future shakeout”, predicts Asthana. However he points out that TV news channels at a local level may be forced to merge and consolidate. Like the dinosaurs, large integrated companies with TV studios, in the business of providing content including in the publishing field, will lord over the industry in the next decade.
Threats faced by the Industry
New FDI policies may change, allowing media giants from abroad to enter with a majority share or on their own. This will increase the competition in the domestic media market.
Watch Out For
Large conglomerates and integrated media companies capturing the media market.
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