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1、1The ChangingLandscape of Indian TelevisionA STUDY ON ADVANCINGTV TRANSFORMATION2024(2nd Edition)2Introduction04Section 01The evolving Indian TV landscape09Contributors3810 Key takeaways30THE CHANGINGLANDSCAPE OFINDIAN TELEVISIONSection 02 The Connected TV opportunity22Foreword03Defining TV:Terminol

2、ogy and definitions07Section 03 Understanding the Addressable TV viewer233Foreword Advances in technology continue to transform our daily lives-bringing innovations and new solutions while displacing conventional devices.This has created a sort of natural selection that ensures that only the institu

3、tions that perpetually adapt and leverage technology to enhance consumer experience survive and thrive.One such remarkable example is that of TV in India which is seamlessly evolving from terrestrial to satellite cable to OTT and now Connected TV(CTV).Inherently,the consumer wants to experiment.The

4、need for new experiences packed with a variety of choices in content has led to the swift adoption of digital services.No doubt TV continues to be a mainstay in the typical Indian household where it serves as the adhesive that brings the family together.The added digital capabilities in TV have enab

5、led brands to interact with the right consumers at the right time,in a much more meaningful and measurable manner.Improved internet accessibility,combined with a diverse content spectrum on Connected TV(CTV),and the proliferation of regional language content,have not only captivated urban audiences

6、but also resonated deeply in rural areas.While mid-to-high-income households currently dominate the addressable TV audience,discernible trends in TV sales point towards Smart TVs emerging as the default choice with imminent and widespread adoption.In a post-cookies era,advertiser demand for TV will