Guys here is an article that hooked me into for a while and would be a good piece of information for those who want to make a career in media and its related field.The media field has been having its image as those who makes any advertisement among the public but the fact is that there is a growing industry which would soon be the fortunetellers for any brand and involves teams like the creatives-in charge of the mind blowing concepts to pull people into the advertisement, media planners-in charge of the medium,for eg., T.V , Bill boards ,Radio,Internet etc , and there is the media buyer who actually negotiate with the different carrier of the advertisement.
Watch this amazing video which will take you to the future...
Watch this amazing video which will take you to the future...
‘The digital process will dramatically alter Indian media’
Farokh Balsara is media and entertainment (M&E) leader of the Europe, Middle East, India and Africa section at Ernst & Young. Speaking with Meenakshi Sinha, Balsara turns the spotlight on India’s position in M&E, analysing what holds us back compared to other countries – and which factors can push Indian M&E ahead:
Which country leads the M&E industry globally?
The global M&E sector is clearly led by the US, mainly due to very high media penetration and ad spending. Currently, advertising to GDP ratio in the US is 0.97% – compared to a world average of 0.75%. This, coupled with Hollywood’s ability to control piracy and monetise its film content on a global scale, has made the US media & entertainment industry truly world-beaters.
What’s the most important worldwide trend in M&E today?
Globally, there’s a huge shift towards digital interactive media, both through the internet and mobile devices. This medium is growing at 20%. There’s ample room to grow as there’s still a large discrepancy between time spent online and ad spending. Interactive media accounts for nearly 30% of consumer time – yet, only 13% of
total marketing dollars are spent there. Global online ad spending is expected to rise from $63 billion in 2010 to $95 billion in 2013.
How is the Indian M&E industry developing?
Indian M&E has grown at 14% in 2011, mainly due to resurgence in advertising and steady growth in subscription revenues. Another highlight’s been the recent clearing of the Cable Digitisation Bill, which could translate into a wider choice of TV channels, better transmission, increased value-added services and niche viewing.
But how do you see Indian M&E vis-a-vis the world market?
Indian M&E companies have yet to face the ‘digital disruption’ that’s substantially transformed business models globally. Internet penetration in India is 7% – very low compared to peers such as Brazil with 31%, Russia at 41% and China at 34%. However, the rapid convergence of networks, devices and content – all core elements of the digital entertainment process – will dramatically alter Indian M&E. India is likely to witness a surge in wireless-based broadband adoption. By 2015, it’s estimated there will be 166 million wireless broadband subscribers in India – 21 times as many as in 2010.
Are there other limitations on the Indian front?
There’s low average revenue per user compared to global averages. Secondly, the Indian M&E industry has not been able to fully monetise content due to rampant piracy – a 2008 report estimates industry losses due to piracy at $4 billion per year in India. And the bulk of newspaper and broadcasting businesses are dependent on advertising for growth...Indian M&E companies would have to work hard on improving content ‘pull’ and strengthening distribution to increase subscription income.
What future developments do you anticipate for Indian M&E?
We expect the Indian M&E industry to grow at a compounded annual rate of around 12% to reach a value of $26 billion in the next four years. Key growth drivers include India’s increasing per capita consumption from a growing middle class. India’s low ad spending, 0.34% – half the world average of 0.75% – is expected to grow. Then, there’s potential from growing regional media in tier 1 and tier 2 towns. Also, the digitisation of the television industry and phase III auction of radio are expected to drive growth, increase revenues, reduce costs – and curb piracy.
Source: Times Of India
Globally, there’s a huge shift towards digital interactive media, both through the internet and mobile devices. This medium is growing at 20%. There’s ample room to grow as there’s still a large discrepancy between time spent online and ad spending. Interactive media accounts for nearly 30% of consumer time – yet, only 13% of
total marketing dollars are spent there. Global online ad spending is expected to rise from $63 billion in 2010 to $95 billion in 2013.
How is the Indian M&E industry developing?
Indian M&E has grown at 14% in 2011, mainly due to resurgence in advertising and steady growth in subscription revenues. Another highlight’s been the recent clearing of the Cable Digitisation Bill, which could translate into a wider choice of TV channels, better transmission, increased value-added services and niche viewing.
But how do you see Indian M&E vis-a-vis the world market?
Indian M&E companies have yet to face the ‘digital disruption’ that’s substantially transformed business models globally. Internet penetration in India is 7% – very low compared to peers such as Brazil with 31%, Russia at 41% and China at 34%. However, the rapid convergence of networks, devices and content – all core elements of the digital entertainment process – will dramatically alter Indian M&E. India is likely to witness a surge in wireless-based broadband adoption. By 2015, it’s estimated there will be 166 million wireless broadband subscribers in India – 21 times as many as in 2010.
Are there other limitations on the Indian front?
There’s low average revenue per user compared to global averages. Secondly, the Indian M&E industry has not been able to fully monetise content due to rampant piracy – a 2008 report estimates industry losses due to piracy at $4 billion per year in India. And the bulk of newspaper and broadcasting businesses are dependent on advertising for growth...Indian M&E companies would have to work hard on improving content ‘pull’ and strengthening distribution to increase subscription income.
What future developments do you anticipate for Indian M&E?
We expect the Indian M&E industry to grow at a compounded annual rate of around 12% to reach a value of $26 billion in the next four years. Key growth drivers include India’s increasing per capita consumption from a growing middle class. India’s low ad spending, 0.34% – half the world average of 0.75% – is expected to grow. Then, there’s potential from growing regional media in tier 1 and tier 2 towns. Also, the digitisation of the television industry and phase III auction of radio are expected to drive growth, increase revenues, reduce costs – and curb piracy.
Source: Times Of India
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