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TV revenues rise for Indian festival season

This festive season will see India's TV advertising revenues rise by 18% compared to 2010, according to a new study from Percept Media.

The season of festivals, currently in full swing with Diwali, marks the high point in terms of revenue earning for India's media companies – with around 30% of annual revenues made during this quarter.

Percept expects TV news, movies, regional and niche channels will all register growth through the 13 week festival period, while sports is likely to fall as a revenue earner when compared to last year.

The predicted increase will be well received by broadcasters and publishers who suffered a deflated market in the second quarter of 2011.

"Cricket had sucked in major budgets on TV and the pre-festive period did scare the print industry – with a big dip in ad spends in the months of June- July this year," Shripad Kulkarni, chief executive of Percept's media company Allied Media is reported as saying in Best Media Info.

Overall, across all media in India, the festival season this year will deliver a 9% growth in advertising revenue, according to Percept Media.

The bulk of television advertising during the quarter is for fast moving consumer goods and mobile phones.

Traditionally the period immediately after the festive high sees a dip in advertising across all media. The four weeks after Diwali last year saw TV ad revenues reportedly falling by 10%, while print ad earnings plummeted by 41%.

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