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Role of Infrastructure

Growth In the
Growth of Media

Pooja Maheshwarri
Alexson fernandes
Janvi Mehta
Arpita Das
Sandeep Chavda
L. Ibungomcha
Abhijit Singh
Introduction to Infrastructure and
its role in media growth :

“In today’s world infrastructure plays a very important role
in determining the pace at which media can and will grow.
Many companies today use the existing infrastructure in this
country as a platform to convey their messages”

Infrastructure is critical foundation for growth of any form

Infrastructure refers to:
• Digital Technology
• Telecommunication
• Transport (roads, railways, ports and airports)
• Electricity
• Print Media
• Holding

Media many-a-times uses different forms of infrastructure to
bring about one sole message or piece of information or to
serve its purpose below we explain how telecommunication
the telecom and the IT industry as infrastructure are being
used to convey a message called Media Convergence
Convergence of Digital Technology
• Today as we enter the second digital revolution, the
long heralded revolution has begun aided to the altar
by the rise of the ever faster broadband connections
and more efficient compression technologies and
driven by powerful competitive forces that are now
reshaping the communication landscape.

• “The telecommunication network is the nexus for
convergence of TV with the internet and the next
generation of digital video service”.

• Media choices are expanding the universe’. With the
exit of Analog and entry of digital TV options like
IPTV, high definition TV (HDTV), set-top Boxes
(STBs), DTH, digital video recorders (DVRs), video-on-
Demand (VOD).

• Exploiting the full potential of digital delivery this new
form of distribution will fundamentally affect the way
TV is viewed change channels of distribution and
disrupts the traditional broadcasting business as the
Conventional boundaries of telecommunications and
television industries collide and collapse.

• This will lead to provision of additional forms of
distribution like new TV channels; enhancements like
mobile TV reception/HDTV/IP based TV and
introduction of new convergent multimedia services
and new applications such as 3G
• “The choice of channels and programs will further
explode as viewers roam beyond their national borders
of broadcast TV and access live and recorded programs
around the world reflecting their interest”

• “Viewers will further benefit from increasing control
watching what they want, when they want, where they
want and on a device of their choice.”
(Roads, Railways, Ports and Airports)
• Roads, Railways, Ports and Airports play very
important role in Media Growth.

• They make people, information and culture to travel
from one place to another.

• A road makes it possible to reach to the end destination
with ease and is the cheapest way to reach to the target
• For any Breaking News the media can reach to the spot
and can cover the news with ease.

• Billboards placed across the road in rural areas can
spread the message to people.

• The innovations in the Out of Home (OOH) industry
are on the rise with advertisers realizing the importance
of attracting consumer’s attention at every possible
location. The industry, pegged to reach Rs 21.5 billion
by 2010, is estimated to be Rs 100 billion at present.
With bigger players entering the segment, this space is
going to expand further.

• The airlines have also come about to by displaying ads
on the on flight through LCD screens.

• In Bombay the public sector transport buses carry ads
of different companies and service providers.
• Railways would help companies to display their ads on
trains and stations and bring awareness among certain
group of people.

• The Ministry of Shipping, Road Transport and
Highways (MoSRH) plans to develop infrastructure at
major ports for cruise shipping, through Public-Private-
Partnership (PPP) mode. Where Companies will be
investing and the money will be recovered by
providing places for advertisements and media as they
play important role in attracting people and profit.

• Electricity has also played a very important role in the
growth of media: Electricity has helped various forms
of media like television, cinemas etc to reach the
common man in urban areas thanks to electrification in
rural areas these places are also brought closer to the
media world.

• More than 75% households in Punjab, Goa and
Himachal Pradesh own a television at home. Media
exposure has been excellent as evidenced by about 12
states having an exposure over 80%. This is only
possible due to electrification, Companies and entities
can reach out to its target audience over vast areas.
Print Media:

Printing Press
• Print media is currently estimated to be Rs 149 billion

• Industry, which is projected to grow to Rs 281 billion
by 2012 with a Compound Annual Growth Rate
(CAGR) of 14 Per cent. In 2007, print media grew by 16
per cent over the previous year.

• New magazines in 2007 as a result of favorable FDI
policies And growth potential in the high-end niche

• Newspapers saw an increase in the number of Regional

• Wireless devices, broadband video and Internet TV,
new challenges and opportunities have emerged in the
broadcast sector.

• Internet too is another medium that is witnessing
significant growth with most companies trying to make
their presence felt using this platform. With internet
penetration increasing across the country, the Internet
advertising is projected to reach Rs 9.5 billion by 2010 at
a Compound Annual Growth Rate (CAGR) of 43 per
cent from the present Rs 1.6 billion.

• With faster penetration of mobile telephony and
growth of FM radio stations, the business of music is
growing as well as changing, providing a whole world
of options for listeners too.

• The rapid growth of mobile phones has impacted
traditional media in a big way, with both print and
television media shifting to digital modes and
increasingly using mobile phones and the Internet. This
phenomenon is, in fact, resulting in the emergence of a
whole new behavior, called social broadcasting.

• Telephone lines that once carried merely voice
communications are now able to provide broadband,
data services capable of delivering both live and on
demand television programs in standard and high
definition formats through set top boxes connected to
TV screen as well as PC and other devices.

• Media choices are expanding the universe’. With the
exit of Analog and entry of digital TV options like
IPTV, high definition TV (HDTV), set-top Boxes
(STBs), DTH, digital video recorders (DVRs), video-on-
Demand (VOD).

• The advertising industry is experiencing a standard
shift with digital platforms enabling to reach critical
mass. This has resulted in consumers shifting from
passive mediums to spending more time on digitally
interactive mediums. Internet and mobile are two key
enablers for the same.
Hospitals, Stadiums, Malls, Cinemas:
• Stadiums as a form of infrastructure do attract a lot of
media attention lets take for example the IPL games
which were held recently. It did attract a lot of media
attention and was used as a platform for many
companies to showcase themselves. Similarly malls and
shopping centers do have shopping festivals and
discount fests such as the Dubai shopping festival
which also helps to draw a lot of media. During these
times the media attentions from both parties i.e.
companies and consumer is at its greatest.

• With regard to hospitals many companies do fulfill
social responsibilities by constructing and maintaining
hospitals this indirectly helps them to attain that media
endorsement which is much needed in today’s
corporate world.

• Many cinemas and multiplexes do anchor themselves
at mall and hyper shopping centers as it is the favorite
destination for youngsters and families. The digital
revolution has helped the Media and Entertainment
industry to go digital. There are more than 100 digital
cinemas in India today. They, along with the
multiplexes have completely transformed the
experience of the viewers.
• With an increase in the incomes of the people and
increasing expenditure on the leisure activities,
multiplexes are poised for high growth in India this has
set new heights for media and its allied fields.

• Revenue driver at multiplex is 78 per cent of box office
revenue, advertising is 5 per cent and F&B revenue is
15 per cent.

• Cinema sales are growing inorganically. Cinema sales
are up by north 10 per cent.

• There is also a need to build fashion of movie going. 3D
projection and 3D films are going to be the future.
Electric Sign Boards and Advertisement

• Some of the new technologies employed on a regular
basis in the country include ‘Blue casting’ and LED

• Over the past few months, many players have been
testing the Blue casting method in their outdoor
activities with varying successes.

• The only dampener in this method is the lack of high-
end pieces among the masses. LED screens have now
taken over virtually all pillars in shopping malls,
multiplexes and airports of big cities.

• With the coming of big players in the industry,
competition too is expected to rise for buying out these
To conclude, we strongly affirm that media has huge scope
for advancement of media in today’s world, with the benefit
of convergences media and its allied branches can innovate
its self to bring about a face to itself. This calls for optimum
use of the available infrastructure which is the strong hold of
every country.

Thank You