The Economic Times · 27 Sep, 19:22 · Business briefing

India's ₹60,000 crore TV business faces a new reality: Fewer viewers, old rules

India’s television industry, valued at ₹60,000 crore, is confronting a significant structural shift characterised by declining viewership and outdated regulatory frameworks.

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The briefing

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India’s television industry, valued at ₹60,000 crore, is confronting a significant structural shift characterised by declining viewership and outdated regulatory frameworks. This contraction signals a broader transformation in media consumption patterns, as audiences migrate towards digital streaming platforms and on-demand content. The sector’s traditional revenue models are under pressure, necessitating a strategic pivot. Professionals in broadcasting and media must recognise that legacy operations are no longer sustainable without adaptation. This development highlights the urgent need for modernisation within established media ecosystems, reflecting a wider global trend where digital agility supersedes traditional broadcast dominance.

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This structural shift demands that you pivot from traditional broadcast skills towards digital content strategy and data-driven audience engagement. As linear TV declines, expertise in streaming analytics, digital rights management, and content personalisation becomes critical. You should actively develop competencies in digital marketing and AI-driven content recommendation systems to remain relevant. Professionals in media production must upskill in digital distribution channels, while those in advertising need to master programmatic buying and performance metrics. A smart move is to acquire certifications in digital transformation and data analytics, enabling you to navigate the transition from mass broadcasting to targeted digital engagement. Focus on roles that bridge legacy media with new tech platforms, ensuring your career trajectory aligns with the industry’s inevitable digital evolution.

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