Collective might needed to bring remaining 100mn households to our fold: IBDF president K Madhavan

After being re-elected as IBDF president for yet another term, K Madhavan, Country Manager and President, Disney Star India, called for a collective effort from the members in order to connect the left out 100mn households to the fold of television.

Addressing the members during the AGM, IBDF President, K. Madhavan said, “Despite the ongoing geo-political issues like Russia’s invasion of Ukraine and the crisis in the Middle East due to the Israel-Hamas war and accompanying economic volatility, the Indian economy in general and the Media & Entertainment industry, in particular, have shown extreme resilience”.

“India has firmly embarked on a digital transformation journey with 868 mn internet users in India, and within a year of launch, 5G services have been rolled out across 97% of Indian cities resulting in internet speeds going up by 3 times. Connected TV continues to grow with 90% of TV sets sold in India being smart TVs. 2023 will be a defining year for the Indian M&E industry with digital ad revenue expected to surpass ad revenue on traditional media,” he added.

On the Linear TV penetration in the country, Madhavan said, “With 900 channels, Linear television continues to enjoy an unparalleled reach of 900 million viewers and is the largest media platform in India. Unlike in other developed markets, there is significant growth potential for Linear TV as one-third of households in India do not have access to television. It will require the collective might of the IBDF members to connect the left out 100mn households to our fold.”

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