| Content creators | Broadcaster | Distributors | End users |
Role in the TV value chain | Content providers operating independently or through broadcasters who re-package content | Further, content is distributed through audio and video signals to transmit programs to an audience | The distribution companies, using various technologies, make the content available to audience | End users get access to the content after |
Key player | UTV • Balaji • Sri Adhikari Brothers Television Network Ltd. • Creative Eye Limited | • Star Plus • NDTV • Sony • Colors • Zee TV | Digicable • Hathway • DEN • Tata Sky • Big TV • Bharti Airtel | Consumer |
Challenges/ consideration | • Increased number of channels are driving growth and content production costs • High volume and cost considerations might effect quality of programming | 3/4th of advertising spends under Top 5 media buying agencies • Measurement tool for impact on audience needs improvement • High carriage fee to distributors | Almost 75% of the revenue is garnered by LCO due to domination of non-addressable analogue subscriptions | Consumers are experimenting and open to new technologies, content and offers |