The booming South Indian television sector is forecast to grow at a compound annual growth rate (CAGR) of 17% to reach almost INR 200 billion (2.9 billion euro) by 2015, according to the findings of a new report from Ficci-Deloitte.
Overall, the media and entertainment market in the four southern states is expected to grow at a compound annual growth rate of 14% over the coming four years. At the end of 2011, the total value is said to be INR 187.5 billion.
This will grow to over INR 321.4 billion by the end of 2015, according to the 'Media and Entertainment in South India' study.
Television, the region's most popular media platform, accounts for 57% of the overall market for media and entertainment, and is currently valued at INR 106.3 billion. By 2015, this is set to escalate to INR 198.1 billion, says Ficci-Deloitte.
Print, films and radio follow television in the popularity ratings across the Southern states.
The languages of Tamil and Telugu dominate the sector, together accounting for about 70% of the total South Indian media and entertainment market. Kannada follows the big two, with television accounting for a 58% share of its media sector, while Malayalam follows with a projected 14% CAGR for its media and entertainment market.
The Kannada market is estimated to be INR 35.20 billion currently, and poised to grow at CAGR of 14% to reach INR 59.05 billion in the next four years. Meanwhile, the media and entertainment in Malayalam is now worth around INR 27.20 billion and forecast to reach INR 46.20 billion by 2015.
However, the dominant Tamil market is estimated at INR 67.7 billion during the current financial year, or 36% of the southern media market. Tamil films account for a 14% share regionally.
The second largest market in South India is Telugu, which is currently worth INR 57.3 billion and looks set to register a 15% CAGR to reach INR 98.5 billion in 2015.
Telugu films contribute 43% of the overall revenues in the film industry. The market is poised to grow at 11% from the current rate of INR 90 billion to INR 138 billion in 2015.
The Telugu sector has the potential to become one of the pillars of the South Indian media and entertainment market, according to Ficci-Deloitte.