News and media sites available online are mostly from mainstream media brands, e.g. NDTV or India Times. Online media brands which are well-established have a revenue of Rs. 100 crore and majority of them fall in the bracket of Rs.10 to Rs.30 crore category. Mainstream media are in a better position to monetise the online media.

Abroad, Google and Facebook take 85 to 90 cents of each new digital dollar spent. What is left for the digital companies are just crumbs. In India too, YouTube owned by Google takes 2/3rds of all advertising money on digital video. Media will have to focus on generation of more revenue through online stream. This may raise their content cost in future.

Please do not be under the impression that NDTV and Times Online depend on their mother brands for content. As the content is meant for a different target audience, they source from diverse entities. It is however, true that much more effort will be required to bread the monopoly of the social media.