Some
of the factors that could have an effect on growth
in television broadcasting industry revenues are:
• Introduction of addressability: In spite
of apprehensions, public debate and litigations,
CAS was eventually launched in Chennai, providing
valuable lesson for future attempts to bring in
address ability across the country, though the
impact of the same is yet limited.
• Alternative distribution platforms: DTH
broadcasting has introduced the power of choice
to the consumer. The last mile distribution segment
is expected to see further action with the entry
of new DTH players, IPTV, broadcasting services
on DSL technologies etc;
• Meaningful regulatory intervention: The
government needs to create a conducive regulatory
environment for rapid but stable growth by supporting
initiatives like digitalizing of cable television,
regulatory policy for DTH players etc.
• Increases in advertising revenues: Advertising
spending is determined by several factors, including
the overall economic and regulatory climate for
existing and new industries, economic growth,
competition and the availability of media. Some
of the factors that could influence television-advertising
revenues are the following: |
