Television Broadcasting Market - Advertising Leads To Significant Revenue Generation

Television broadcasters are into TV broadcasting business since the inception of TV. TV industry has seen a significant transformation with the emergence of digital broadcasting and the Internet. With developing digital ecosystem worldwide, and improving penetration of Internet, online TV viewing has been increased in past decade. Although, traditional pay TV still dominates the TV broadcasting market. The transformation from analog to digital transmission is one of the prime factors fuelling the growth of television broadcasting market.

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TV broadcasting market is segmented on the basis of content delivery method and revenue channel. On the basis of content delivery method, television broadcasting market is segmented as analog, cable, DTT, IPTV and satellite. Analog transmission technique is the conventional broadcasting method, which uses analog audio/video signals for delivery of content. Cable TV and satellite TV are the modern day content delivery techniques, which came into effect post international telecommunication union (ITU) digitization guidelines. In terms of revenue channel, TV broadcasting market is further classified as subscription fees, advertising, public revenue and others (video-on-demand (VOD), e-learning, games, internet, etc.). Revenue generated from advertisement is likely to be the key factor in development of TV broadcasting industry.

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To gain competitive edge, businesses from all the major segments viz. telecommunication, automotive, consumer goods often choose TV as the primary platform for marketing their products. This advertising leads to significant revenue generation and is one of the major growth driver for television broadcast industry. Further, increasing consumer base, owing to transformation from analog to digital signals is anticipated to propel the growth of TV broadcasting market. Alongside this, improving quality of media content such as introduction of 4K/UHD and full HD signals on TV platform and widening adoption of HD content is likely to fuel the growth television broadcasting market in near term. Moreover, additional TV services such as VoD, e-learning and online games, through TV is expected to complement the growth of television broadcasting market throughout the forecast period.

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However, shifting consumer preferences on TV viewing and rising delivery content through internet and smartphone applications is estimated to limit the growth of television broadcasting market. With world going through digital switchover, large consumer base still remain untapped with latest TV services such as VoD, e-learning etc., which offer huge market opportunities for the players involved in TV broadcasting market.

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