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'The market is big and growing'

Manoj Vidwans executive VP, marketing, research and communication, NDTV Imagine speaks to Nuzhat Aziz on the Indian television industry.

india Updated: May 22, 2008 23:55 IST
Nuzhat Aziz

Manoj Vidwans executive VP, marketing, research and communication, NDTV Imagine speaks to Nuzhat Aziz on Indian television industry.

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.

Where is India on the value chain?
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.

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.

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