Despite the rapid growth of OTT (over-the-top) platforms and mobile streaming, linear television in India is proving its enduring appeal. Recent trends reveal that television remains the primary medium for content consumption, maintaining robust growth even in a fiercely competitive digital era.
Indian television's weekly engagement has risen significantly, with viewers dedicating an additional 53 minutes per week compared to last year. A 7% increase in pay-TV households, transitioning 5.8 million viewers from Free-to-Air (FTA) services, further shows the growing appetite for curated content. Kartik Mahadev, chief marketing officer, Content SBU, ZEE attributes this to television's unique trust factor, “Television continues to be the largest niche medium. And from all the consumer work we do and the sentiment we see, it is also the most trusted media. Hence, it’s important for brands to also leverage the nature of this media.”
Ashish Sehgal, chief growth officer, Digital & Broadcast Revenue of ZEE further counters narratives around stagnancy in viewership, emphasising, “Linear TV screens in India have continued to hold the consumer and even incrementally grow, whereas that's not the case everywhere else in the world.” Television content now travels across various devices and screens… India in that sense is unique, he adds.
Evolution of content
Zee Entertainment, operating across 11 languages, has been actively innovating its programming to beat the last couple of quarters wherein the overall viewership in terms of GRPs (gross rating point) remains stagnant. In the last year alone, the network launched 65 new fiction shows to meet evolving viewer preferences. “We are in the business of storytelling and each market has its nuances,” says Mahadev. “Our effort continues to be to understand the viewer more intimately and keep delivering more engaging content.”
Zee’s storytelling has shifted to include relatable and aspirational narratives. For example, its lineup features characters ranging from bankers to undercover cops doubling as homemakers. “We are also moving storytelling out of home, rather than staying within the home context,” adds Mahadev, calling it a “big shift” in storytelling formats which is gaining a lot of traction as well.
This approach also integrates youth perspectives into traditional family narratives. “Today, we understand that youth is getting alienated out of the family,” says Sehgal. “Our innovation involves including youth into overall family storytelling, weaving their voice and aspirations within the family framework.”
Broadcasters like Zee are leveraging digital channels to expand their footprint. The network has amassed 200 million followers on YouTube and engages a billion users weekly across platforms like Facebook and Instagram. Through this omnichannel strategy, Zee is enabling brands to connect seamlessly with diverse audiences. “We are making content platform-agnostic,” says Sehgal. “While digital narratives grow, the larger volume of consumers remains on linear TV.”
The blending of digital and traditional mediums is also reshaping audience interaction. For instance, Zee introduced digital voting during the auditions of Sa Re Ga Ma Pa, creating buzz and merging online engagement with television broadcasting.
Moving forward in a mobile-first India
Contrary to popular belief, India’s mobile-first nature has not diminished television’s appeal. Television remains aspirational, particularly in rural and semi-urban households. “The aspiration of having a TV in the house is still very much there,” says Mahadev, adding, “It makes for collective viewing, which resonates at a family level.”
This communal experience differentiates television from OTT platforms, where consumption tends to be individualistic. “Television changes perspectives in households. Characters who step out of traditional roles inspire viewers to embrace progressive dynamics within families,” Sehgal sums it up.
Moreover, television in India currently reaches approximately 890 million viewers, encompassing 210 million households, a number that has steadily grown over the past few years. However, there remains significant untapped potential, with an estimated 70 to 90 million homes yet to experience television. “There's tremendous headroom to grow,” says Mahadev, adding that even when compared to countries like Japan, India's media and entertainment sector lags behind, contributing just 2% to GDP versus Japan’s 4%. Evidently, the potential for innovation and expansion in the industry is huge. Anecdotally, the audience for television and free digital devices overlaps significantly, accounting for about 50% of viewers, while 40-45% remain exclusive to television.
As digital platforms rise, broadcasters are recalibrating their strategies to retain dominance, combining traditional and digital approaches. “The viewer is not moving away,” says Sehgal, “because the storytelling evolves with the changing times and consumer needs.”
