In India, print, TV and even digital over-depend on advertising. If the media industry has to grow to the next level, it must fix its ability and desire to get people to pay for what they consume. Media has prioritised advertising over content and is set to take a big hit because of its reliance on advertising.

Advertising revenue in media has grown to $ 10 billion in 2020 from $ 1 billion in 2000. Advertising has sustained media over the years. At the same time, it has been a huge distraction. The media industry in India is pegged at $ 20 billion, of which half is contributed by advertising alone in terms of revenue. TV remains the largest medium in terms of advertising, followed by print and digital.

Media industry is short-sighted for disproportionate dependence on advertising. Consumers must pay for the content.