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Anupriya Acharya – Of Media, Entertainment and Consumers

Investment Outlook , Published Feb 18, 2020

5 min read

Anupriya Acharya


Some of the trends India will see in the next few years will position India emerging as the global content capital and will contribute to the shared economy worldwide. The internet will only continue to grow and new technologies will revolutionalise and pave the path for the manufacturing of new products.

With over 900 channels, 17,000 newspapers and 570 million internet users, India undoubtedly is one of the most fast-paced, extensive, dynamic and vibrant media and entertainment markets in the world.

The sheer scale, velocity and complexity of this market is quite unmatched. In India, all media continues to grow. This is quite unlike other global markets where media outlets are witnessing dramatic declines in print revenues and even with the introduction of paywalls, are registering negative impact in website traffic. The Ernst & Young- FICCI report on the media and entertainment sector states that the industry is set to cross INR 2.35 trillion ($33.6 billion) by 2021, at a CAGR of 11.6 percent.

And even with this scale, we remain a vastly under-advertised country as compared to many other economies, leaving much headroom for growth. The Indian ad market contributes to about 0.3 percent of India’s GDP, compared to 0.6 percent to China and 0.7 percent for the world as a whole.

Digitalisation is a catalyst, spurring rapid shifts in other media including print, television, radio and film, ushering in innovation and experimentation. Fast-forward to the next five years and India is projected to emerge as a global economic powerhouse given its significant long-term growth potential and the demographic dividend.

The media, entertainment and marketing communications ecosystem already plays a significant role in the economy of the country and contributes INR 1,39,000 crores annually, while employing millions. With the advent of digitalisation, this industry marches to a different beat, witnessing great transformation, innovation and job creation.

As consumers leave their behavioural footprint across a myriad of platforms, devices, and technologies, it is a golden opportunity to really know the consumer. The human behind the click. The multitude of data points allows for deep-level insights, precision-targeting, and microsegmentation as never before.

The next five years will underline clear and marked shifts for marketing communications, media and entertainment, and the end-consumer. India will fortify its place further as a creative powerhouse. These are some of the top trends that are likely to emerge:

  • India to emerge as the GlobalContent Capital
    India will inevitably emerge as the most important media market and an exporter of diverse, rich and engaging content. It already produces the highest number of movies in the world- to the tune of 1500-2000 films per year, and surpassing the US Indian content is fast transcending beyond the diaspora audience in the overseas markets. With the surge in vernacular content, Indian content creators have the scope to repurpose and customise local content for international audiences. Global streaming platforms are also investing heavily in Indian content which is then relayed to viewers around the world. Netflix in particular, views India as a major content export hub.
  • Rise of the shared economy
    Millennials prefer experiences over ownership and the digitalised world aids that well. The shared or P2P economy is already growing in many areas from transportation to co-working spaces to live-in experiences – best illustrated by companies such as Uber, Ola, Airbnb, Furlenco, WeWork, and Zoomcar. In this model, users share their resources, which may be physical assets or services, with each other for the short or long term. The accent is no longer on ownership but on the management of shared resources. A number of start-ups such as Rentmojo, GrabOnRent, Revv, Vogo, CoHo, CoWork are already part of India’s early sharing economy and this trend is only set to accelerate further, through the power and scale of digital and social media.
  • The India Media

  • The Internet of Everything
    The Internet will embrace everyday objects, resulting in a smart, interconnected system of sensors, data and internet-enabled devices that manage the lives of consumers. The IoT market in India is estimated to reach $15 billion by the end of 2020, accounting for 5 percent of the global market. Currently, it grows around 28 percent year-on-year. Through connected devices, there will be new opportunities for collecting vast amounts of data, yielding and powering up new consumer insights. Via hyper-personalised profiles, brands can personalise goods and services and offers tailored services to the mobile consumers’ exact requirements. This will also help media and entertainment firms pre-empt consumer preferences and tailor customised content.
  • High Street makes way for I-Street
    New technologies will revolutionise the way products are manufactured, marketed, distributed and sold. Smart recommendation and personalisation tools will fuel the rise of commerce by providing consumers with new utility and convenience. High Street will transform into the I-Street where digital technology converges with physical stores to provide personalised experiences.
  • Ethical consumerism and citizen brands
    As digitalisation also promotes transparency, over the next few years, there will be a marked shift to ‘Collectively Responsible Consumerism’. Increasingly, there is much lower tolerance for political incorrectness in and outside the business. Consumers will tend to hold corporations and media firms to a higher account. People, businesses, and governments will work together to protect health, well-being, and the environment. Companies on their part will need to clearly articulate purpose and to place the ‘why’ in their communication and advertising efforts. Purpose-driven brands in the current day see a 3X return on investment and 63 percent of consumers globally prefer to purchase products from a brand that stands for a mission or purpose.

In summation, the Indian media, marketing and entertainment business will continue to witness growth and some big shifts in the times to come. The Industrial Revolution 4.0, which is underway, will give businesses and governments new opportunities to succeed and higher transparency will empower consumers on choices to make.

Anupriya Acharya

About Anupriya Acharya

Anupriya Acharya is the Chief Executive Officer at Publicis Groupe, South Asia and an eminent media and advertising professional with 25 years of experience in India and Singapore. She joined Publicis Groupe in 2013 as Group CEO of ZenithOptimedia and then went on to lead Publicis Media India from 2016. Prior to Publicis, Anupriya has held senior leadership positions with WPP in India and Aegis Media Singapore.

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