Drama queen conquers India

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Modern Indian television is a product of India's reforming economy. There
are now 82m television homes, half of which are cable subscribers with
access to Star's Kapoor- dominated programming. Some 40m TVs are in rural
markets, where a third have access to cable. Television viewership is
rising, reflected by a TV ad-spend of Rs35bn ($773m) last year, forecast to
reach Rs55bn by 2007, according to KPMG, the business adviser in Mumbai.
This offers huge potential. L.V. Krishnan, chief executive of Mumbai-based
TAM, which measures television- viewing trends, says the vast "masses and
classes" are untapped. "Ninety-two per cent of homes own a single TV set,
which means television viewing is a mass, family activity. That's good for
advertisers because it brings more eyeballs; it's also good for programme
makers who know how to make good television drama for Indians."

Source:
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