In the 1980s, the goal was one TV in every village. In the 1990s, the goal shifted to one TV every lane. In 2000, the goal was to have one TV in every home. Since 2017, we desire one TV in every individual’s hand, say in the form of a mobile phone. The TV revolution is very fast. As we know TV appeared in India in 1959 and it remained a single channel transmission for specific hours for 30 years. The same channel was made 24×7 channel later. In 1991, there was liberalisation, and foreign investors came forward to enter the entertainment business. TV sets became cheaper. They spread far and wide. In 1992, the number of TV households was 12 lac. This increased rapidly.
Instead of a single channel, there are 800 channels now operating in the country. The reach has gone beyond a TV a set — on mobile screen. The videos on cell phones started five years ago. These videos were seen on YouTube. The regular TV channels recognised the potential and made available the content through an App. Viewers shifted from appointment TV to any time TV on the mobile. Then came the alternative of foreign OTT channels Netflix and Amazone Prime. In India too, OTT channels such as Sony Liv and Webtalkies appreared.
Internet initiated digitisation. TV too transformed into digital and smart format. Google made available YouTube where anyone can upload a video, and anyone can download it to see it. YouTube itself does not produce the videos. There was overcrowding of videos. That led to a digital channel like Netflix. Amazone Prime followed suit. In 2016, both these entered Indian market. In 2013, digital medium had attracted 18 crore dollars investment. There were 200 companies. In next two years, there were additional 80 companies. They started the independent production of videos. Even digital stars become glamourous.
These media too get advertising revenues to sustain them. Besides, the consumers are charged subscription fees.
In 2016, there were 35 lac subscribers of Netflix. It is estimated that in 2025, the number may reach 7 crore 53 lacs. The same is true for other OTT platforms in India. Even Indian advertisers are diverting to internet media. In 2012, out of the total ad expenditure, only 6 per cent was accounted for internet media. In 2016, the number has gone up to 13 per cent, and is likely to touch 25 per cent in 2020. India is readying itself for a streaming war!
Mobile internet is used by 37.70 crore people in 2016. Of these, 12 crore people have smart phones. Young people of the age group 16-30 are using mobile screens for 2 and 1/2 hours everyday. And 45-65 age group people use mobile screen for 1 and a 1/2 hours. Out of these, 40 per cent people listen to songs and see the videos.