The most significant impact today within the localisation space is in the realms of Artificial Intelligence (AI) and Machine Learning (ML). There are machines and software available today that not only understand spoken words and convert them to text, but also translate them to a target language. Many of these tools have advanced learning capabilities that help them improve their output over time, when used by a large number of practitioners.
The Federation of Indian Chambers of Commerce & Industries India, recently concluded its 20th edition of ‘FICCI FRAMES 2019.’ The Indian media and entertainment (M&E) sector reached INR 1.67 trillion (USD 23.9 billion) in 2018, a growth of 13.4% over 2017, states the FICCI-EY report.
With its current trajectory, the M&E sector in India is expected to cross INR 2.35 trillion (USD 33.6 billion) by 2021, at a CAGR of 11.6%. While television retained its position as the largest segment, growth is expected to come from digital which will overtake filmed entertainment in 2019 and print by 2021. The report captures key insights from the exciting and fast-growing Indian M&E sector.
The sector continues to grow at a rate faster than the GDP, reflecting the increasing disposable income and economic growth. India has the second highest number of internet users after China, with 570 million internet subscribers growing at 13% annually. The report estimates that approximately 2.5 million consumers in India today are digital only and would not normally use traditional media. It is expected that this customer base will to grow to 5 million by 2021.
Digital consumption will grow, monetisation avenues will see innovation to cater to the new Indian customer segments. Telco bundling will drive consumption for a majority of Indian OTT audience. Advertising growth outpaced subscription growth and is expected to comprise 52% of the total pie by 2021.
Traditional media companies spent 2018 building their customer data through second-screen interactive propositions, polls, house-to-house surveys, integration of third-party data, etc. Digital consumption will grow, monetisation avenues will see innovation to cater to the new Indian customer segments. Telco bundling will drive consumption for a majority of Indian OTT audience. Advertising growth outpaced subscription growth and is expected to comprise 52% of the total pie by 2021.
Uday Shankar, VP, FICCI and Chair, FICCI Media and Entertainment Division, said, “The M&E sector is poised to kick-start a new era of growth. Technological disruptions are creating new opportunities for the sector. New age digital media with direct-to-customer (D2C) capabilities are on an upward trajectory making Indian M&E ever more vibrant, against the backdrop of already popular broadcast TV and films. The sector’s incumbents need to innovate, transform and increase their relevance to mass and individual consumers.”
According to Ashish Pherwani, partner and Media & Entertainment leader, EY India, “The M&E sector has a significant opportunity given India’s young demographics. The growth of digital infrastructure is further enabling Indians to fulfil the need for personal content consumption, across languages and genre. There is a large shift in consumer behaviour from mass produced content to specific content defined to audience segments. The sector has an opportunity to serve a billion screens in India and globally.”