Manoj Vidhwans, executive vice president - marketing, research and communication at NDTV Imagine, a channel that airs soaps and reality shows, talks to Nuzhat Aziz.
Why is the television industry so hot?
The market is already big and growing, both from the viewership and advertising points of view. The Indian TV viewing universe is already as big as that of the US. And almost half the population has not yet been touched by TV. Television has always been the most cost- effective medium for advertising because of its massive reach and impact. All macro-economic trends in India are positive, with significant growth across key sectors.
Which areas in the television industry are likely to boom?
The industry is growing at a rapid pace, which is beneficial to all functions. With new channels being launched across all major genres - and in multiple genres - all the line functions like programming, on-air promotions, editing and broadcast operations are strong growth areas. This is equally true for functions like marketing, finance and human resources.
Where on the value chain is India/Mumbai now? Where can it go from here?
India's learning curve has been very steep. With strong competition across genres, it is imperative that the content and channel presentation is top notch.
How acute is the skills shortage?
As India barely has specialised education geared towards careers in television or film, there is a big scarcity of talent and manpower.
Where does India stand globally, at a time when so many new channels are coming into the market?
India is already the third-biggest cable and satellite market in the world. With the rapid entry of new channels, our distribution capacity must expand. There is a huge opportunity that the direct-to-home players and telecom operators are looking at closely.