There are 800-plus channels already jostling for viewers attention. Indian TV industry has been estimated to be Rs.543.2 billion. Of late, the English channels too have made appearance. These channels garner just a little over 1 per cent of the total viewership pie. We have colors Infinity, Star Movies  Select HD, and MN+.

The viewership share by genre is given below in the table

Genre                                                          Share ( per cent )

English News                                             0.1

News ( other )                                            9.4

Hindi GECs                                               31.2

Regional GECs                                          17.9

Kids                                                               7.3

Regional News                                            3.7

Regional Music                                            1.8

Music                                                              3.2

Hindi Movies                                               13.6

Regional Movies                                           3.7

English Entertainment                                0.9

Infotainment                                                 1.3

Sports                                                              2.4

As digital TV is rapidly emerging as a new medium, 20-25 per cent of marketing budget is diverted to the new media.