MEDIA INDUSTRY

A Beginner’s Insight
 MEDIA UNIVERSE

Divided into two segments ATL & ATL comprises of BTL comprises of
BTL
ATL is intended for wider audience Televisions OOH
BTL is more targeted either geographically, Digital Cinema
demographically or by interests Print Activations & Events
Radio
 MEDIA BASICS

Target Reach Frequency Share of

Audience Voice
INDIAN POPULATION

Source: IRS
 N E W CU S TOM E R
C L A S S I F I C AT I ON
SYSTEM

•Classification based on
•Education of Chief Wage Earner (CWE) of
Family, and 
•Number of consumer durables owned at
home (from a predefined list) 
• 11 items identified through a large
scale survey initiated by MRSI, which
emerged as discriminators in
classifying households 
 INDUSTRY ADEX

557 Bn
613 Bn
706 Bn
807 Bn
 TV CO N TI N U E S TO BE TH E LA RG E S T P EN E T RATED
ME D I U M, H O W EV ER L A RG E D I S PA RI TY I N U RB A N & RU R A L
PE N E TRAT I O N
 FRAGMENTED VIEWERSHIP ~ 700 REPORTED CHANNELS

Channel Channel Channel Channel Channel

Share of 3.1 Share of 2.6 Share of 2.6 Share of 2.5 Share of 2.5
 NEW TARIFF
ORDER

•“mandates that customers select

the channels and bouquets they
want to subscribe to and for
broadcasters to announce the
MRP of the same.”
 PRINT- VARIED
TOP
PUBLICATIONS
BY REGION
(ENGLISH ~20%)
 INTERNET USERS IN INDIA ARE
EXPECTED TO REACH 
600+ Mn. BY YEAR END
 

300 Mn 320 Mn

Male: Female :60: 40 Source: iCube Report 2018, Google Planner, FB Audience Insights 
FMCG & E-COMMERCE
ARE THE HIGHEST
SPENDERS ON
D I G I TA L , 4 5 % O F  
T O TA L S P E N D S

Source: EY- 2019 A Billion Screens of Opportunity

Does not include performance spends 
RISE OF OTT IN INDIA
GROWING VIDEO SYSTEM BEYOND GOOGLE &
FACEBOOK 
FACEBOOK
300 Mn 

YouTube 
300 Mn  Voot
JIO 50 Mn 
180 Mn 

INSTAGRAM
HOTSTAR 75 Mn  SonyLiv
150 Mn  70 Mn 
 HIGHLIGHTS FROM OTT SPACE

• Salaried employees are the largest consumer group of OTT users, followed by students, business owners. 
• Smartphone is the most popular device for OTT video content consumption. 
• The most preferred language for video content is Hindi, English, Telugu 
• Action and Comedy are the most preferred genres. 
• Local player Hotstar leads the market at present, with a sharp focus on cricket and content partnerships. 
• Netflix and Amazon’s Prime Video were found to be highly popular in metros. Top 5 metros account for
more than 65 users of these platforms. 
• SonyLIV scores highest among Tier-I cities. 
• Voot has the highest penetration of female users. It also has the highest penetration of young users aged
between 16-24 years.
• ALT Balaji scored highest among 25-35 age group users and is highly popular in Kolkata
• Eros Now has the largest share (59) of its users in the 25-39 age bracket in Tier II/III cities, highest among
all major OTT platforms.
EMERGING
TRENDS IN
MEDIA BATTLEGROUND
STRENGTHENS IN
MOBILE GAMING

EMERGENCE OF NEW
WALLED GARDENS
MEDIA PLANNING
 MEDIA PLANNING

Identify Target Audience

Explore the mediums
and Campaign
available
objectives

Identify right mix of Iterate and optimize on

channels/publications to the plan to arrive at the
achieve the objective precise mix
 TOUCHPOINTS
SUITABLE
FOR COMMS
TASK

Comms task could vary basis the

campaign. Examples are Education,
Visibility, Conversation, Trial,
Purchase, Loyalty etc.
TELEVISION OPTIMIZING
Insight: Due to their multiple misconceptions about the category, consumers perceived the category to be one fraught with
risk and hence stayed away.

Strategy: Addressing the misconceptions consistently

Consistent messaging across multiple touch points over 3 years lead to 5 Mn+
new to category adopters.
Q&A