Content creators



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




• 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