Media Industy in India

Prof (Dr) Surbhi Dahiya


Professor and Course Director
Department of English Journalism
Indian Institute of Mass Communication

New Delhi

Prof. (Dr.) Surbhi Dahiya is a Professor and Course Director in the Department of English Journalism at the Indian Institute of Mass Communication), New Delhi. She is IAMCR Faculty Ambassador. She is the former Editor of Communicator. Prof. Surbhi started her career as a correspondent with The Tribune twenty years ago and later shifted to academics. M.Sc in Mass Communication and Technology and an MBA in HR Prof Surbhi obtained Ph.D in Media Studies. She is a Gold medalist in graduation. Prof Dahiya was the SUSI Scholar from India for the study of US Institutes in the year 2017.

She was an invited delegate for a roundtable workshop conducted by ESRC and ICSSR on social media research held in Jan 2015 in London. She presented Papers at IAMCR at Canada (July 2015); AMIC conference at AUD, Dubai (June 2015); World Press Freedom Day at Helsinki, Finland (May 2016); Journalism Education at IAMCR, Leicester, UK ( July 2016); ICA, Prague, Czech Republic ( May 2018); 5th World Journalism Education Congress held at Paris-Dauphine University, Paris (July 2019). She is the author of ‘The House That ZEE Built’. She compiled ‘Connecting Threads” A compendium of Media Educators of India and is a proud winner of many awards for Excellence in the field of Journalism Education.


Press Release

Public Relations Society of India

Day 7 of PR – Mass Communication Orientation Programme for Students with Professor Surbhi Dahiya (Indian Institute of Mass Communication, New Delhi)

New Delhi

7th October, 2021

Day 7 of the 15 Day PR – Mass Communication Orientation was held on Facebook and YouTube Live. Prof. Surbhi Dahiya was the guest speaker for the seventh session of this academic initiative by PRSI. She delivered a lecture on Media Industry in India. Professor Surbhi Dahiya is Professor and Course Director in the Department of English Journalism at the Indian Institue of Mass Communication, New Delhi. She is an IAMCR Faculty Ambassador and a former Editor of Communicator. She was an invited delegate for a roundtable workshop conducted by ESCR and ICSSR on social media research held in Jan 2015 in London. She is also the author of ‘The House That ZEE Built’ She compiled ‘Connecting Threads’ A compendium of Media Educators of India and is a proud winner of many awards for Excellence in the field of Journalism Education.

She began the session by talking about the impact of COVID on different sectors of the Entertainment Industry. She then took the session forward by analysing the Media Size and Trends as per the FICCI – EY reports of 2020 and also analysed the ongoing trends in the Media Industry. She also talked about how content creation is very diverse and comes from all parts of the country. Further, she discussed the strategic shifts in the business models to be noticed in 2020, from B2C to D2C i.e. Direct to Consumers, and further analysed the INR 439 Billion fall in Media and Entertainment Industry. The Professor showered light on how Digital Media and Online Gaming were the only two segments that grew leaps and bounce last year during a pandemic and added an aggregate of INR 26 Billion and constantly their contribution towards Media and Entertainment Industry increased from around 16 percent in 2019 to 23 percent in 2020. She further discussed each segment of the Media and Entertainment Industry and how coronavirus affected each of them. The overall size of media was 1383 Billion in 2020 and while in 2019 it pegged at 1822 Billion. She talked about Growth in Digital Subscription Revenues – which can be even seen in our homes. OTT platforms like Disney + Hotstar led growth largely, also there were increased content investments by Netflix and Amazon Prime Video. She then talked about the Print Media De-growth due to the pandemic and how Digital Media has replaced Print Media and took its position. She also gave suggestions on how the Print Media can be recovered. Furthermore, the speaker threw light on Online Gaming and how it was the fastest-growing segment of the Media and Entertainment Industry in 2020, and how much potential this segment holds. She also included that new technology like AI, cloud gaming, cloud computing, and data science will increase player engagement and retention as well. She further covered the segments of Films, Animation & VFX, Live Events, OOH industry, Radio, Music, and digitisation of Music, and Advertising. Lastly, she discussed the consumers – types of consumers.

In the end, she talked about how content creation is real and is important for the upcoming future. She concluded the session by saying that the delivery of news and remaining relevant to the readers is the main focus of Media and how India can and will innovate, restructure, transform its Media Industry and its mass relevance with the upcoming opportunities to capture the newer markets. The session was well presented with facts and figures throughout. The viewers and listeners also gave wonderful remarks.

This is an initiative by The Public Relations Society of India of 15 Day PR – Mass Communication Orientation Pogramme, inaugurated by Shri Naresh Bansal – a member of Rajya Sabha, Mr. Phileppe Borremans – President of International Public Relations Association and organized by Dr. Ajit Pathak – National President of Public Relations Society of India and Mr. Y Babji – Secretary General of Public Relations Society of India.


Summary of the Presentation

Media Industry in India sounds to us as a small industry & less impt but Prof Surabhi Dahiya, IIMC, New Delhi although looked at ease while presenting gave us a real picture of the industry as a very complex, volatile & a major industry which provide us information, dissemination of information, education, entertainment and above all huge employment opportunities directly & indirectly.

Prof initiated her lecture with Covid as a game-changer of the whole scenario of the media industry. She came out that 2020 was a challenging year for everyone because of Covid resulting in lockdowns & problems. The impact on the media industry was so heavy, demanding to analyse ongoing trends in the industry and to shift from traditional to digital trends as the consumer sought an alternative, that is digital.

Digital media adoption has become a must and TV, Radio, Print, Digital, etc redefined themselves. Consequently, consumption patterns also took place as the consumers had all the time for new things due to Covid & lockdowns. Due to changes in digital infrastructure, and its acceleration, the consumption patterns increased & shifted to online news. gaming in the entertainment sector. As the demand increased, media houses had to bring changes, relook their models and content creation, storytelling had to be diverse leading to major changes in the business model. Accordingly, a new distribution model and monetisation strategy were also evolved across both large & small screens. In order to retain the customers, different techniques had to be adopted. While traditional media companies had to retain their demand, newspaper companies also acquired a new strategy to create content in audio, video format.
In order to stand in the market and retain the brand, these changes have driven a shift in the monetization of content investment. As a result, the Indian media & entertainment sector plummeted by 24% to INR 1.38 trillion affecting retaining revenues to 2017 levels.

Prof projected the fall in gross revenues, overall fall being 24% due to entertainment fall because of Covid in different media & entertainment companies and channels. There has been a significant increase in online gaming, digital media while Print registered a fall. Compared to 2019 and 2020, Television registered a decline by 13% due to discounted advertisement rates. There was no regular business and subscriptions declined due to reverse migration. Regional channels were received effectively and they were more at volume by 27% than the national channels. Mass Tv increased by 9% due to spending of more time indoor.
Touching upon television reach, Prof pointed out that there was a marginal decrease recorded in the no. of channels arising in India at the end of the year 2020 as compared to the previous year. The recorded no. of television channels decreased to 909 in the year 2020 while there were 918 channels in 2019 registering a 9% increase due to indoor. Growth was seen in Mass TV as it enables the viewers to interact with each other, also the broadcaster through the content.

Coming to the Digital segment, it could reach the 2nd position of Print. Digital media now could pick up the pace due to Carona and will grow further, expecting 22% growth by 2023, she said.

The key trend in 2020 is the growth established by digital and Online Gaming segments.
Digital subscription grew by 49% because internet penetration increased by 11%, spending indoor in India 4.6 hrs/day, Online gaming by 18%. On the other hand, there has been a decline in TV by -13%, M&E sector by -24%, Print by -36% due to Covid, decline in print revenues, and struggling to get circulation post-pandemic and heading further downfall after a pandemic. To come over these constraints, Print started the digital version. Due to heavy losses, relief packages became necessary as many are dependent on print channel. Mr. Sailesh GUPTA, President INS said that print media never suffered before as it is now and there are 3 million people are in employment directly & indirectly.

Even in the critical period of Carona, newspaper reach was ensured regularly every morning to its readers. The media requested relief from outstandings which will bring back on track. Print requested Central govt to remove 5% import duty on newsprint. Print media in India will not disappear, she pointed out, as a majority of the Indian population depend on print media for information & dissemination. Print media will remain as a core sector as Print remains at doorsteps.

Whereas Online gaming started growling as an entertainment segment and grew by 18% in 2020 to reach INR 77 billion as the online games grew 20% from 300 million in 2019 to 360 million in 2020 due to working at home, home school, multiplayer games during lockdowns, establishing growth in revenues. However, Regulatory uncertainty needs to be resolved through policy clarity with guidelines for the segment to achieve its’ potential. This segment is expected to reach 155 billion by 2023 to become 3rd largest segment of the Indian entertainment & media sector.

Regional sports & gaming have gone online and will provide a lot of opportunities.
Digital media registered revenues almost double in 2020.
Inability to Live shows leads to Animation registering a 10% growth rate and a fall in revenues.
Radio revenues which were 7.5% fall in 2019 suffered heavily with a fall of 54% in 2020.
Prof (Dr) Surabhi Dahiya pointed out the importance of Content and Consumer, partnership & collaboration, and important issues to the companies of media industry being strategy in order to attract new consumers, community and engaging them with the technology acquisition, model for revenues by undertaking the process of transformation.

She categorised various types of consumers platforms who pay and don’t pay.
She also made a mention about the FDI permission up to 26% in different modules under Govt approval root.

She commented that the publishers around the world are using Alexa which is the worst technology.

Global opportunity for Content creation is real and will remain during the upcoming years, a major shift in its way being the Internet, however, the demand for consumers will be more regional, she said.

“ Opportunity is bright in Media Industry “ Prof ((Dr) Surabhi Dahiya concluded, instilling a ray of hope of bright future to the PR, Journalism & Mass Communication students.

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