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: Youth entertainment channel bindass is set to launch the second season of SuperStud.

The second instalment of the show that features young men competing on ways to impress women will be now called ?Superdude?. The new season will premiere on 27 October at 7 pm.

The show will have 13 contestants selected through the on-ground auditions across three cities ? Delhi, Chandigarh and Mumbai. They will be trained and cultivated into Superdude by show host Ashmit Patel.

Patel will be assisted by British Asian model Sofia Hayat. Co-hosting the show with Patel and also giving a woman?s perspective to the 13 boys will be Madhura Naik.

Disney UTV youth channels - media networks executive director Nikhil Gandhi said, "Last season was a super hit amongst the youth and that encouraged us to come back with the second season. This season, we have upped the dude quotient and have changed the format to give it an edge! We have also, created a consumer connect with our audiences by going on ground for the very first time, for the audition across three cities.

The channel has also extended the Superdude band to other platforms like ? web with a dude school which will give lessons and tips on how to become a dude. This has been accompanied by on ground initiatives like three city auditions and college activations across five cities. The show has for the first time, franchised the bindass Superdude Bike. The bike is a custom made 500cc machine which is being built by Vardenchi.

The 13 selected contestants will be staying in the ?Superdude Mansion? and will be trained and polished by their ?guru? Ashmit Patel in the art of approaching and impressing women while they compete with each other to win the title of ?Superdude?.

The final 13 contestants will be split into two groups ? the good boys and the bad boys. The two groups will live in separate bedrooms in the Superdude mansion which will be designed keeping in mind their character, moods and tastes. The two teams will compete with each other in various tasks which would test their skills in make an impression on girls, be it striking a conversation with a girl at a bar or impressing her with their chivalry.

Apart from contesting in these tasks, the 13 dudes will also have to impress Madhura. Their success in this will help them gain access to luxurious amenities in the house. Adding twists to the plot will be the concept of interchangeability wherein depending on their behaviour in the Superdude mansion, the contestants will be reshuffled within the two groups.

Patel said, "Last year, Superstud was a hit not only amongst boys, but with girls as well! It will be my second season with and the experience has been overwhelming so far. The tasks will be difficult, and the result will be endearing. We are hoping to bring out the real Superdude this season! And with Sofia and Madhura as co-hosts, we also get women?s perspective."

MUMBAI: Bollywood lifestyle channel UTV Stars will bring the second season of talent hunt show ?Live My Life? from 21 October.

Live My Life Season 2 will have 10 episodes and will feature some of the biggest celebrities of the industry including Hrithik Roshan, Saif Ali Khan, Kareena Kapoor, Preity Zinta, Arjun Rampal, Arjun Kapoor and Prabhu Deva.

Bollywood star Hrithik Roshan will kick-start the season 2 of the show. The star will spend one full day with the Kolkata-based youth Jyoti Vishwakarma in line with the show?s philosophy of allowing fans to connect with their favourite stars.

Disney UTV Executive Director - Youth Channels, Media Networks Nikhil Gandhi said, "The Show gives a fan an opportunity to spend an entire day with his/her favorite Superstar. It has become immensely popular amongst viewers as it is a ?dream-come true? for them. Season 1 of the show received a phenomenal response from audiences nationwide."

MUMBAI: Looking to cash in on the festive season, UTV Movies and UTV Action have designed star-studded Dussehra festival specials offering movie buffs a lineup of the Hollywood and Bollywood blockbusters every day from 19-26 October.

Part of Disney UTV network, UTV Movies is a Hindi movie channel while UTV Action is an action movie channel running dubbed content.

UTV Action starts with The Lord of the Rings - The Fellowship of the Ring and includes other films like Harry Potter & the Order of the Phoenix, Clash of the Titans, Twilight and more.

UTV Movies, on the other hand, will give its viewers a chance to indulge in box-office hits like Golmaal 3, Thank You, Khatta Meetha, Tees Maar Khan and many more.

The Dussehra festival will be supported by an extensive outdoor and social media campaign.

NEW DELHI: Foreign direct investment (FDI) in media and entertainment sector revived in 2011-12 on the back of Disney‘s big stake buy in UTV Software Communications, after sagging in the previous year.

The sector received Rs 32.64 billion of FDI during the year, 72 per cent more than in 2010-11. FDI in media and entertainment industry in 2010-11 was Rs 18.87 billion and in 2009-10 Rs 23.40 billion.

The marquee transactions during 2011 included Walt Disney Company?s acquisition of an additional 41 per cent stake at a value estimated to be over $300 million in UTV Software (which took its shareholding in UTV to approximately 90 per cent), Providence Equity Partners? PE investment in UFO Moviez India ($58 million), and HSBC PE?s investment in Avitel Post Studioz ($60 million).

FDI in teleport hubs, direct-to-home, cable networks, and multi-system networks is proposed to be raised to 74 per cent from the present 49 per cent if they undertake to upgrade and digitise their systems with addressability.