Rising in the East: Indian TV programming spend tops $2.5 billion

April 15, 2016  | Subscribers Only

Kia Ling Teoh Kia Ling Teoh Senior Research Analyst, Advertising and Television Media
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This report examines the growth in programming spend and revenues in Indian TV market. Improved audience measurement, increased TV programming demand, spending on sports rights and launch of OTT platforms by all major broadcasters will result in growth in TV programming spend. Driven by TV advertising increases and cable TV digitisation, IHS expects the TV revenue to grow 17% in the next five years.  Hindi general entertainment is the key TV programming genre and the market is expecting regional genres such as Tamil and Telugu to thrive.


  • Indian TV spent 61% of revenues on programming
  • Original programming will account for 40% of total programming by 2020
  • Sports programming spend will continue to grow healthily, dominated by Star India and Sony Pictures Networks India

 In this report:

  • Indian television revenue set to grow in the next five years
  • TV programming spend to reach US$5 billion by 2020
  • Acquired programming spend to be squeezed by original and sports
  • Foreign-controlled companies spend the largest percentage of their revenue on programming
  • Hindi general entertainment is the key channel genre
  • Cricket is the key sport but football has gained momentum since 2008
  • Better measurement brings regional markets into focus

List of tables and charts:

  • Indian TV groups by share of revenues 2015
  • Doordarshan annual revenues by type, 2006-2015 ($m)
  • India: TV revenue and programming expenditure, 2000-2020f
  • India: major broadcasters' programming spend by type
  • India: annual growth in sports programming spend (%)
  • India: TV sports rights agreements
  • India: programming spend as a share of revenue
  • Star India programming spend vs other broadcasters
  • Hindi GEC by average audience share, 2015

Number of Pages: 11

Number of Tables and Charts: 9

Kia Ling Teoh

Senior Research Analyst, Advertising and Television Media

Kia Ling Teoh is a senior research analyst, Advertising & Television Media at Omdia.

Asia Pacific India
Research by Market
Media & Advertising
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