Core Viewpoint - Indian television broadcasters are launching new channels despite stagnating revenues and a shift of advertisers to digital media, betting on targeted categories that cater to large audience segments [1] Group 1: New Channel Launches - Zee Entertainment Enterprises Ltd has launched Kannada and Bengali language channels, Zee Power and Zee BanglaSonar, while Sony Pictures Networks India added Sony MAX 1 to its movie portfolio [2] - The new channels utilize both ad-supported and subscription models [2] Group 2: Market Trends and Audience Engagement - Broadcasters are focusing on categories with mass appeal or underserved niches, where consumption is habitual and differentiation is possible [3] - Movie channels, music, regional language entertainment, and devotional programming are highlighted as areas with steady audiences and predictable advertiser interest [4] - The TV segment revenues fell by 4.5% in 2024, marking a second consecutive year of decline, while TV advertising revenue dropped by 6% due to a 12% reduction in brands using television [5] Group 3: Digital Media vs. Traditional TV - Digital media grew by 17% in 2024, becoming the fastest-growing segment of the Indian media and entertainment sector at ₹802 billion [5] - Despite the rise of digital media, traditional television still reaches a massive viewer base, with total TV subscriptions at 160 million in 2024 compared to 92 million video OTT users [6] Group 4: Regional Market Opportunities - There is untapped potential in television viewership in regions like Bengal, where TV penetration is at 66%, below the national average of 71% [10] - Regional markets have seen a rise in channels launched in languages like Marathi, Bangla, and Bhojpuri, indicating a promising area for broadcasters [11] Group 5: Niche Channels and Monetization - Launching niche or themed channels allows broadcasters to capture specific audience segments at relatively low incremental content creation costs, especially in regional languages [9] - The Hindi movie genre, despite being crowded, still has room for new entrants due to its high repeat value [12] Group 6: Challenges and Strategic Responses - New channels risk fragmenting audiences and advertising revenue, as brands are shifting budgets to digital channels with sharper targeting [13] - Evolving consumer behavior demands faster innovation and integration of new technologies, which can strain traditional broadcasters [14] - Broadcasters expect new channels to drive more viewers towards television, but face immediate challenges in monetization via advertising [15]