Page - 1

Executive Summary

Cable and Satellite industry is undergoing a period of significant growth in Indian scenario. Hindi entertainment television is the fuel for this growth with approximately 50 per cent share of total viewership and even greater share of total advertising revenue. Naturally, a large number of channels catering to this genre have cropped up in recent times.
The ever increasing number of channels on television has led to a fierce competition among them for capturing audience viewership, particularly in the mainline channel genres. The big three mainline players in the Indian scenario are Zee TV, Star Plus and Sony. Sahara One and SAB TV are the other players in this genre. These channels compete with each other for the Hindi Speaking Market.

With huge advertising revenues and the opportunity to reach out to a large audience base at stake, the Hindi Mass Channel is poised for significant developments. Channels are trying to innovate with new strategies to lure the viewers in their favour. Big starcast, popular actors as anchors, huge prize moneys, and even offering career in the entertainment industry through shows are just few of these strategies.

The Hindi Speaking Market (HSM), which has caught the attention of Multinationals as well as Indian media powerhouses alike, promises to be a very interesting genre in Indian Cable and Satellite industry. Hence, examining certain keys leaves us with a better understanding of this genre. The current analysis focuses on the following aspects of the Hindi Speaking Market: -