India has a comparatively low proportion of advertising expenditures to GDP: At 0.5% in 2004, India continues to have one of the lowest 'Advertising spends to GDP' ratios amongst peer economies. This underscores the significant potential India has yet to achieve vis-à-vis advertising budgets.

Increase in television advertising's share of total advertising revenue: The share of television advertising as a percentage of total advertising revenue grew steadily in the 1990s. Although it has remained relatively stable in recent years at around 41%, there may be potential for further growth with increased consumerism and the continued entry of global brands in India.

Increase in cable revenues: In addition to possible growth due to an increase in the number of cable and television homes, overall subscription revenues may grow as more channels become pay channels and if
subscription rates increase. In addition, the share of subscription revenues allocated to broadcasters could increase with the implementation of the CAS, DTH and other new technologies, as well as regulatory or other measures that could potentially address the problem of under-reporting of subscribers.

Increases in other revenue streams: Revenues from international arrangements could increase as international markets readdressed through focused programming and greater penetration. Content syndication could also grow through international interest in India as well as the growth of the domestic broadcasting industry. The use of new media for broadcast of content through other platforms including mobile and broadband could also increase revenues. In addition, regulation of the Indian television market has had and will continue to have a significant effect on the opportunities for broadcasters. The Government has been considering opening up the terrestrial broadcasting sector to private companies for several years, although no action has yet been taken. The Government has also been considering reforms of the cable and satellite broadcasting segment, including changes relating to regulation and implementation of CAS legislation. The industry is also witnessing the introduction of DTH as an alternative platform for satellite broadcasting, and the regulations concerning cross-ownership of DTH platforms by broadcasters will have an important impact on the evolution of this market.