IIM Ahmedabad Study Forecasts 1 Billion TV Sets in India by 2029
A groundbreaking study conducted by faculty members at the Indian Institute of Management Ahmedabad (IIM-A) has projected a remarkable surge in television ownership across India, with the number of TV sets expected to reach the 1 billion mark by 2029. This forecast underscores the profound impact of India's ongoing economic transformation on household media consumption patterns.
Key Drivers of Television Growth
The report, titled 'Future of TV in India' and supported by the Brij Disa Centre for Data Science and Artificial Intelligence (CDSA), identifies several critical factors propelling this growth:
- Economic Development: Widespread economic progress, coupled with a steady rise in disposable income and improving literacy rates, is creating a fertile ground for increased television adoption.
- Regional Expansion: Significant growth is anticipated from lower-income states, indicating a democratization of media access across diverse socioeconomic strata.
- Digital Ecosystem Synergy: Contrary to assumptions of displacement, rising internet penetration is found to complement television viewership, expanding the overall audience base.
Research Methodology and Findings
The IIM-A researchers employed a comprehensive analytical framework, examining a broad spectrum of influences on television viewership. Their investigation encompassed:
- Demographic shifts and population structure dynamics.
- Prevailing economic conditions and household financial metrics.
- The evolving digital infrastructure and connectivity landscape surrounding Indian homes.
The findings reveal that India's television audience is set to grow at a consistent annual pace of approximately 2.37%. This steady growth trajectory highlights the enduring relevance of television as a primary medium for entertainment and information, even in an increasingly digital age.
The Complementary Role of Internet Access
A particularly insightful conclusion from the study is the synergistic relationship between internet access and television consumption. The research indicates that increased digital connectivity does not cannibalize the TV audience; instead, it acts as a catalyst, bringing more viewers into the television ecosystem. This complementary effect suggests that multi-screen households and integrated media experiences are becoming the norm.
The IIM-A release, issued on Friday, emphasizes that this growth is not merely quantitative. It represents a deeper integration of media into the daily lives of Indians, driven by broader socioeconomic advancements. The projection of 1 billion TV sets by the end of the decade paints a picture of a nation where access to visual media is nearly ubiquitous, shaping culture, commerce, and communication on an unprecedented scale.
