MUMBAI: The size of the television broadcast industry in southern India is expected to grow to Rs 225.4 billion by 2016 even as programming mix shifts to shorter contemporary fiction shows to attract younger population and greater focus on different genres of non-fiction shows.

The overall television industry size in South India ? comprising Tamil Nadu, Karnataka, Andhra Pradesh and Kerala -- is expected to grow at a compounded annual growth rate (CAGR) of 17 per cent till 2016 from its current estimated size of Rs 122.2 billion, according to a report by consulting firm Deloittee on South India Media and Entertainment Industry.

It said the television industry in southern India is on the cusp of a new age as it leverages every dimension of its vibrant eco-system to create value for all its stakeholders.

Subscription revenue forms a major chunk of income for television broadcasters in south India. The subscription income at Rs 81.4 billion now constitutes about 67 per cent of the total revenues, while advertising at Rs 36.1 billion accounts for 29 per cent. The subscription income is expected to grow to Rs 151.7 billion and advertising revenue to Rs 65.4 billion by 2016.

While content revenue with four per cent share in total revenues is expected to grow from Rs 4.7 billion currently to Rs 8.3 billion.

In South India, Tamil Nadu and Andhra Pradesh have the highest share of TV subscription revenues at Rs 29.4 billion and Rs 26.6 billion respectively. While in Karnataka TV subscription revenue stood at Rs 16.4 billion, it was Rs 9 billion in Kerala.

By 2016, Tamil Nadu‘s subscription market is estimated to reach Rs 54 billion, while that of Andhra Pradesh to Rs 50.6 billion. Karnataka and Kerala are projected to reach Rs 31.2 billion and Rs 15.9 billion respectively.

The entry of state-run Arasu Cable in the distribution space has resulted in a significant change in the dynamics of the Tamil Nadu TV distribution scene, the report noted. With cable services being offered at Rs 70 per month by Arasu Cable, the subscription revenues in the state has witnessed lower growths as compared to other southern states.

"Going forward, as platforms, products and price points stabilise, Tamil nadu is expected to reach growth levels at par with other regioanl markets," the report stated.

Tamil Nadu currently dominates the Rs 36.1 billion television ad revenue market with a 38 per cent share followed by Andhra Pradesh at 26 per cent. Karnataka and Kerala have an identical market share of 18 per cent share each. The break-up of TV ad market is: Tamil Nadu (Rs 13.6 billion), Andhra Pradesh (Rs 9.3 billion), Karnataka (Rs 6.5 billion), and Kerala (Rs 6.7 billion).

The TV ad market in Tamil Nadu is expected to reach Rs 23.5 billion by 2016, while in Andhra Pradesh it is projected to reach Rs 18.3 billion. Karnataka and Kerala are projected to reach Rs 11.8 billion each.

The content revenue in Tamil Nadu is projected to reach Rs 3 billion from Rs 1.7 billion, Andhra Pradesh to Rs 2.3 billion from Rs 1.2 billion, Karnataka and Kerala to Rs 1.5 billion each from Rs 900 million currently.

According to Deloitte, non-fiction shows are steadily gaining prominence among viewers with genres like game shows, business, fitness, cookery, events and devotional programmes gradually carving their own niches.

The content is transcending from long-drawn soaps to shorter contemporary fiction shows that can attract younger audiences.

Non-fiction shows are also gaining traction with local broadcasters trying different formats to capture wide-range of age groups through these shows, the report added. The broadcasters in the south are also looking to invest in new content rather than just acquiring new movies, which has become an expensive proposition.

The report said local broadcasters are tying up with content providers to launch local versions of internationally hit formats. Sun TV signed up with Endemol for Deal ya no deal and Star TV inked a deal with Big Synergy to produce Kaun Banega Crorepati in three languages.

The report also pointed out that successful shows in the south are remade in Hindi language, a trend that is only going to grow stronger in coming days. The remake trend, according to Deloitte, allows broadcasters from south to cut costs and at the same time achieve greater scale and economy.

Kids genre an emerging market in South

The Deloitte report says the kid‘s genre in south is poised to grow with the entry of new players. Early entrants to the genre like Sun TV, which has four kids channels in its bouquet, have reaped benefits having captured majority of the viewers in this segment.

The main player in the industry is Sun TV with four channels - Chutti TV, Kushi TV, Chintu TV, and Kochu TV in Tamil, Telugu, Kannada and Malayalam respectively. Other kids? networks like Disney, Cartoon Network, and Nick are new entrants to the market with the launch of local feed.

Having a potent content supply pipeline from domestic as well as international players will help the genre grow in south.

News broadcasters

The news genre in the south is witnessing a new breed of channels which are also climbing up the viewership ladder due to their unique content offering. Channels like Puthiya Thalaimurai in Tamil, V6 News in Telugu and Public TV in Kannada are among the news channels launched recently.

The report noted that news channels with political leanings are also flourishing across the southern states. These broadcasters are expanding into entertainment genre and print media after tasting success, the report stated.

MUMBAI: Ananda Bazar Patrika‘s presence in the television entertainment space will end on 7 November as Sananda TV shuts down 15 months after launch.

The Kolkata-based media group, which had launched the Bengali general entertainment channel on 25 July last year, could not make an impact in a market dominated by Star Jalsha, Zee Bangla and ETV Bangla.

"Bengal is a tough market to operate in. Even though a lot of channels have launched, the market continues to be dominated by these three players. It‘s a unique market as it is only the city of Kolkata which contributes bulk of the viewers and ad revenue. The creative talent in Kolkata unlike a city like Mumbai is also limited," said the business head of a rival network on condition of anonymity.

"This is to inform all the MSOs, Distributors, and the General public at large that the ‘Sananda TV‘ channel shall no longer be available through any medium whatsoever with effect from 07/11/2012. We state with deep regrets that we are being constrained to terminate the broadcasting of the channel due to various business exigencies," a notice from Goldvision Entertainment read.

Leading direct-to-home operator Tata Sky also issued a notice saying the same. "Please note ‘Sananda TV‘ will cease to be on our DTH platform from 7 November 2012 as the channel is being shut down by its broadcaster. Please note that the intimation has only been provided by the channel provider to Tata Sky on 18 October 2012."

When contacted, Sananda TV CEO Madhumita Chattopadhyay refused to talk about the development, "At this point, we would not like to make any comment," Chattopadhyay said.

Sananda TV drew its name from ABP‘s women magazine Sananda and was targeted towards modern-day women. ABP had hoped to draw synergy from its women magazine for the GEC channel.

On 19 September, a Kolkata-based company NVD Solar had announced in its website that it was acquiring the channel from ABP Group. However what happened post the announcement is still a mystery. The company, which is engaged in the manufacture of renewable energy products, had even announced that the channel would be renamed NVD Sananda TV.

Queried about the NVD Solar deal, Chattopadhyay clarified that no sale took place and the channel is still with ABP.

Sananda TV had launched several fiction shows including big ticket ones like Naayika produced by Raj Chakraborty and Jabab Kinte Chai, the quiz show produced by Big Synergy. The quiz show was inspired by the British game show Sell Me the Answer.

However, it failed to get ratings and ABP decided it couldn‘t provide long-term financial support. The decision also comes at a time when ABP has to pay for buying out Star India‘s 26 per cent stake in Media Content and Communications Services (MCCS) that runs a slew of regional-language news channels.

ABP also has to protect its turf in the flagship print business. The Times of India Group has launched a Bengali newspaper, forcing ABP to come out with a tabloid named Ebela. The tabloid is priced at Rs 2.

Sananda TV is the second high-profile Bengali GEC to shut down after Mahuaa Bangla.

According to Deloitte, GECs dominate the West Bengal TV market with Bengali and Hindi GECs commanding a viewership share of almost 50 per cent. A typical GEC requires as much as six hours of fresh software every day with films being one of the key content sources that fill this need.

MUMBAI: The media and entertainment industry in southern India is expected to grow at a compounded annual growth rate of 14 per cent over the next four years to reach a size of Rs 360 billion by 2016 owing to an evolving ecosystem and demand, according to a report released by Deloitte Touche Tohmatsu India.

The size of the South Indian media & entertainment industry is currently pegged at Rs 211.9 billion.

Television constitutes the largest component of the South Indian media and entertainment industry. Its size currently is pegged at Rs 122.2 billion accounting for a 58 per cent share of the market.

As per Deloitte estimates, television is expected to reach a size of Rs 225.4 billion by 2016, growing at a CAGR of 17 per cent.

The nascent radio market is expected to grow the fastest at a CAGR of 22 per cent. Radio will continue to be at the bottom of the ladder with a market of Rs 8.05 billion by 2016. The radio market is currently pegged at Rs 3.65 billion, which is a 2 per cent share of the overall market.

Behind television, print media is poised to be the second largest contributor to the South Indian media and entertainment industry with a market of Rs 91 billion thereby growing at a CAGR of 10 per cent. The print market currently stands at Rs 62.65 billion and has the second largest share of 29 per cent.

Buoyed by an ardent film following, the film market in south India stands at Rs 23.4 billion and is expected to grow at a CAGR of 11 per cent to reach a size of Rs 35.5 billion. Films have an 11 per cent share of the South Indian media and entertainment market.

Within the South market, Tamil Nadu is the biggest market at Rs 76.2 billion followed by Andhra Pradesh at Rs 64.8 billion. Karnataka and Kerala are estimated to be in the region of Rs 39.85 billion and Rs 31.05 billion, respectively.

According to the Deloitte report, Andhra Pradesh?s media and entertainment market is projected to grow at a rate of 14 per cent to become a Rs 112 billion market. Tamil Nadu and Karnataka are projected to grow at a rate of 14 per cent to reach a market size of Rs 129.95 billion and Rs 67.15 billion respectively.