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Abstract
In India TV is still enormously significant. The overwhelming growth of digital media or to be more specific, social media still cannot drown the hunger for melodrama flashed through the Indian tv sets every day and night. According to the KPMG reports, the industry growth size is estimated to be 474.8 million INR in the year 2014 and is expected to grow to 631.2 million INR by 2016. The Advertising revenue generated by Indian television in the year 2014 consisted of 37 percent with a growth rate of 14.2 percent from 2013. Television viewing now continues to be the dominant activity for the majority of the population not only in India but all over the world, with statistics suggesting that each individual in the UK consumes tv programs to roughly three hours a day and in US it is estimated to be somewhere close to 6 hours a day a tv set is likely to be kept on (Macionis and Plummer 1998). In India tv viewership is easily 2 hours a day (FICCI-KPMG). Between 1995 and 2003 there was a 50 percent rise in TV ownership in India, 33 percent in China and Indonesia, 25 percent in Thailand and Malaysia. As whole, Asia is expected to increase its TV ownership to 500 million households and more, making the region three times as large a tv region as Europe. China with its huge population as well holds the potential to be the most lucrative single nation for television advertisers with as many as 900 million tv viewers even during the year 1995. (Balnaves 2001).