amagi - a study of new product diffusion

Amagi Media LabsNew product Concept definition, product diffusion and sales force development.

8/20/2010Group B-11

Group B-11 Amit Krishnan Subramanian -2008118 Bharath Raghunathan - 2008125 Balaji V - 2008124 Pradeep Sundaram - 2008136 Subramanyam V. R. - 2008142

Amagi Media Labs 2010

Table of ContentsIntroduction.................................................................................................................................................3

Industry Background...................................................................................................................................3

Concept Definition and Clarity.....................................................................................................................4

What is the product?...............................................................................................................................4

Who buys and who uses?........................................................................................................................5

What customers buy and how they use it...............................................................................................6

How does the customer collect information?.........................................................................................6

Why customers prefer the product?.......................................................................................................6

Benefits................................................................................................................................................6

Costs....................................................................................................................................................6

Value....................................................................................................................................................7

Stakeholders................................................................................................................................................8

Competitor Analysis....................................................................................................................................9

5 C Analysis - Amagi...................................................................................................................................13

Segmentation............................................................................................................................................14

Low Involvement Customers.................................................................................................................14

Medium Involvement Customers..........................................................................................................14

High Involvement Customers................................................................................................................14

Marketing Mix - Amagi..............................................................................................................................15

Product Diffusion.......................................................................................................................................16

Creating a Sales force................................................................................................................................17

Recommendations.....................................................................................................................................18

Appendix A................................................................................................................................................19

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IntroductionAmagi Media Labs, a startup based out of Bangalore was started in 2007 by three engineer Mr.Srinivasan, Mr.Bhaskar and Ms.Srividhya. The company works on the concept of narrow casting which is basically a method to transmit information to a particular subset of people. In partnership with other stake holders in the country, Amagi intends to expand the TV advertising pie in India by enabling many small local businesses to advertise on national TV but to a local audience using new technology created by the technical team at Amagi. The company was adjudged as one of the best start ups in India in 2010 by the publication ‘Business Today’.

Industry BackgroundAmagi Media Labs tries to bring together a new ecosystem consisting of national level television channels (content providers), cable TV multi system operators ( MSOs ), advertising agencies and small businesses together and garner value for all the stakeholders. This section consists of a brief introduction on each of these players. See Appendix A for a detailed description.

Nation Level Television Channels (Content Providers)

India has a television penetration of 207 million households as of 2009. This represents a penetration of around 60%. This has been accompanied by a large growth in the number television channel content providers. Currently there are close to 500 satellite television channels in India with a 150 more slated to start operations. While many are regional channels which cater to the tastes of a particular state or region in the country, a large number of them are nationwide television channels which cater to the entire country.

Cable TV Industry

The cable TV industry in India is highly fragmented with around 20000 MSOs. Most of these MSOs have a very local foothold and there is a tendency for them to be geographical monopolies. MSOs serve close to 60 million households in India are the primary mode of Pay TV content delivery mechanism in India. In recent times they have been facing competition from the Direct-to-Home (DTH) providers.

Advertising Industry in India

India has a robust advertising industry of size Rs.12000 crore. It is made of many major players like Mudra, Ogilvy and Mathew (O&M), McCann Ericsonn, Rediffussion, Leo Burnett etc. Most of these advertisers are high end advertisers who run a national or at least a state level campaign. Most of the local campaigning is left to small fragmented players in the advertising market.

Narrowcasting

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Narrowcasting has traditionally been understood as the dissemination of information (usually by radio or television) to a narrow audience, as opposed to the complete set of possible audience. Some forms of narrowcasting involve directional signals or use of encryption. In the context of advertising, narrowcasting refers to the ability to distribute advertising that is focused and is contextual to a specific geographic area. The advantage of narrowcasting in this context is local advertising which is highly targeted. It is already used in the cable TV industry in the US where the MSOs use customized hardware and software products to ensure that the local advertising overrides the nationwide video stream ad slots on a per geographic basis. This idea is slowly picking speed in India in the form of Amagi Media Labs.

Concept Definition and ClarityIn this section on the concept definition and clarity, we try to answer the traditional questions that need

to be answered before the introduction of any new product into the market.

What is the product?In the current TV broadcasting environment small businesses and advertising agencies have to advertise

in National channels even for regional or city based events/businesses. This is wasteful expenditure as

we can see that the advertising agency or the business does not target the ad campaign at all the other

places in which this Ad had been displayed. The product from Amagi is a Narrowcasting technology that

avoids this wasteful expenditure through a technology called Narrowcasting.

Thus each customer who needs to run a local ad campaign would only need to pay a much smaller

amount for the advertisement as the reach is now limited to a small geographical. This leads to a much

more efficient utilization of resources by reducing the burden for each advertiser. This also increases the

advertising revenue manifold as the sum of the parts is much greater than the whole.

Amagi is a one stop shop for any small business’s local advertisement needs. It works with the local

business owner providing consultation on the elements of the marketing mix and helps the customer

understand how, when and where to market his product. It can also work with the business owner to

develop the advert. Thus Amagi is not just a technology company that gets revenue from local

advertising but it also plays in all the links in the Advertising industry value change.

The way Mr. Srinivasan, one of the co-founders of the company, eloquently explains it, Amagi does not

look at changing percentages in a pie which is basically a zero-sum game, Amagi is looking at creating a

brand new pie and hence bringing more money into the system.

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Who buys and who uses?Since the product is basically a B2B product, it becomes relevant to study the buying process. Based on

the kind of customer, the decision making process is either simple or complex. This is basically a

segmentation of the customer on the basis of the purchasing approach used by the organization.

Small businesses – Here we define business without multiple branches or employee count as well as

having little or no functional departments in the organization. These are usually organizations that are

run by a person or family. For marketing these organizations simply use flyers or local banners. The

various decision roles in purchase are performed by a single person and hence the process is simplified.

An example of such a business would be a local car showroom or a local jewelry shop.

Medium Local business – These are businesses which are local to a single city or area. They generally

have products that require a distribution network. Hence such businesses tend to a single office or in the

city with a procurement manager who deals with vendor payments. For marketing, such businesses use

radio and newspaper to reach the local audience. In such organizations the decision process involves a

person who would be the influencer ( procurement manager ) but the final decision for making the

purchase ( decider role ) would still reside with the owner of the business. An example of such a

business would be a local chain of hotels.

Large Local Business – These tend to be businesses where the product might have a larger

sales/distribution network spanning more than one city in a single state. These businesses have a need

for managing multiple offices across the cities. Also there is generally a sales department which acts as a

feedback channel from the market and hence has a strong influence on the organization. So in such

cases, the decision making becomes a bit more complex. We have the sales managers acting as

influencers with the decision made by the owner. If there is any marketing department, they may act as

initiators for the product. An example of such a business would be FMCG products that are local in

nature like say local pickles and jams or local soaps.

For the large local businesses, we would have the following decision role/benefit matrix

Needs/Benefits sought

Buying RolesInitiator

(Marketing)Influencer ( Sales ) Decider/Purchaser

(Owner)User

Low Cost NA

Targeted Reach NA

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Effectiveness of Television

Association with national television

What customers buy and how they use itOnce the customer buys the service/product, there are multiple features of the product that provide

benefits to the customer. They are as follows,

Feature BenefitLocal audience Targeted message of the product

Audio Visual adsGreater consumer learning and perception as opposed to simply print (visual) or radio (audio) ads

Comparable cost

The rates of that are comparable to the current advertising costs. Hence reduces the financial risk of switching to the TV medium

Solution ProviderSingle point of contact for TV advertising needs. Provides all aspects from content creation to TV time slot management.

How does the customer collect information?Since the customer is usually a small business themselves, they are not reached by traditional B2B

channels like trade shows or seminars. The customers’ main source of information shall continue to be

the sales force of Amagi at least in the short term. However once there is enough momentum, network

effects may come into play increasing the knowledge of Amagi via peer networks.

Why customers prefer the product?The customer being a B2B one would primarily focus on the value aspects of the product offering. Hence

the focus of the customer would be on the benefits, costs and consequently the value created. So the

following analysis of the product is in accordance to the effectiveness of the benefits.

BenefitsMost of the benefits have already been discussed in the previous sections. So we can skip this section.

CostsOn the basis of cost, the value innovation can be done in two ways

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More for same – In this pricing mechanism, Amagi can price their product to be quite competitive with

those of print and TV ads. Currently, it costs Rs. 5 lakh and Rs. 45 lakh for one full-page advertisement in

a newspaper, whereas Rs. 240 & Rs. 1200 for a 50 sec ad in radio. Based on the number of impressions

required the effective cost of these two mediums needs to be calculated. Amagi needs to price itself

competitively to this product.

More for more – In this pricing mechanism, the positioning of Amagi needs to be based on the superior

value derived out of the TV medium. This can then be leveraged for better pricing based on the reduced

number of impressions required in TV vis-à-vis the other mediums.

Value

While the monetary value derived out of the product/service can be calculated, the following strategic

imperatives also need to be considered in understanding the value derived by the customer from

Amagi’s product.

Importance of usage situation

Most brands are increasingly using all types of media in order to create brand awareness and capture

market share. These large national/international brands with their large marketing budgets can spend

on a national advertising campaign. In such situations, smaller brands and traders need to come up with

a local marketing campaign or risk losing market share to the national brands. Currently, Amagi is the

only provider in India who can provide the required services.

Effectiveness of the product

The product/service is based on a patent pending technology whose effectiveness has already been

proved in the pilot markets in which they have been launched. Customer testimonials like the one below

act as the best evidence of the effectiveness of the product.

“Our brand awareness has shot up and the number of customer enquiries have seen a huge increase” -

Beam Telecom, Hyderabad

Relative Effectiveness of the brand

Amagi scores low on this aspect of brand benefits as it is yet to build its brand equity.

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StakeholdersStakeholder Value Provided Benefits Received Power

Content Providers

- Ad slots on popular national television

- Ease of reach to customers irrespective of the town in which the service is rolled out

- Constant demand for ad slots.

- Ability to monetize non prime time slots for local advertising.

High

MSOs

- Support for utilizing the technology at the local level.

- Highly fragmented nature of MSOs provides scope for very local targeting

- Incremental revenue from ad slots that they were not getting earlier Medium

Customers NA

- Upgrade marketing campaign from less effective medium to more effective ones.

- Cost savings as opposed to budgets required for traditional TV ad campaigns

Low-Medium

Amagi- Technology provider- Aggregator of ad slots and

potential customers

- Create a new revenue pie where none exists earlier.

- Improves the revenue streams for all the other stake holders in the ecosystem.

Low-Medium

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Competitor AnalysisThe general mediums of advertising in India are listed below:

1. Television Driven by increase in subscription revenues (due to growth in DTH subscribers) and proliferation of

televisions across households, the year 2009 was a good innings for the Indian television industry.

Currently estimated at Rs. 265.5 billion in 2009 as compared to Rs. 245 billion in 2008, the industry

reported a growth of 8.5%. Revenues from television distribution segment contributed 62% towards

the television industry’s overall returns in 2009 up from 61% in 2008, outdoing other segments in

this industry. The segment stood at an estimated Rs. 165 billion up from Rs. 150 billion in 2008.

The television advertising industry, that has shown a growth of 11.5% over the last four years,

slowed down in the last year (2009) to a meager 6% as financial crisis that resulted in lesser

spending by the corporate houses. In 2009, television advertising industry contributed 34% to the

overall television industry’s revenues as compared to 37% in 2004. It stood at an estimated Rs.89

billion in 2009, up from Rs. 84 billion in 2008.

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The reach of television has increased rapidly over the past 5 years and we see that it covers 91% of the

Indian households. The breakup of urban versus rural divide for the TV households has been provided in

the side.

Different genres of channels have a different

viewership ratings and patterns. This would

determine which products are advertised on

the channel and at what time. It also

determines what the advertisement spot rates

of such channels can be. The different rates

for various channels in different genres are

also shown at the top.

This shows that there is a very wide

variance in the range of advertisement slots based on genre of the channel, channel viewership &

demographics that it caters to and the time slots that the advertisements would appear in.

2. Radio

The year 2009 echoed a kind of landmark achievement for

the radio industry, as it was the first full year of operations

for all the radio stations in India. By year end, there were 248

radio stations operational in India. Further buoyancy is

expected in this industry as 700 additional radio stations are

estimated to come up after the FM Radio phase-III auctions

are concluded. This is expected towards the end of 2010.

However, the first half of 2009 limped lethargically as

industries across the world slashed their marketing budgets

and tightened their screws due to the global recession. The

radio industry too was emaciated by the weak economy. Most advertisers focused on spending on

platforms which provided high and measurable returns on investment. In 2009, due to recessionary

pressure, advertisement rates were slashed by 20-25% by most radio stations.

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Radio slots are typically 30 seconds long and depending on the number of listeners (it being a

primetime or otherwise) the charges for the slot could vary from `1000 to `5000.

Typically, the times 7AM to 8AM is considered as primetime, AM to 11 AM and 6PM to 8 PM is

considered to be super prime time. This is the times when the price of a slot of advertisement is the

maximum.

Since the radio caters to audience in one region or one city, it is an excellent mechanism by which

the vernacular content and regional and targeted advertisement can be created and deployed. The

explosion in radio stations is expected to give a further boost to this market.

3. Newspapers

News consumption trend in India is

witnessing a metamorphosis with more

interactive mediums like television,

internet and mobile taking prominence.

Unlike the global trend in print industry,

where people read news over the internet,

people in India prefer to read the news in

hard copy format and digitization has not

had any major impact on newspaper

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circulation. Though Indian newspapers have a good online presence, no major shift has been noted

in readership to these online portals.

The Indian print media industry has grown at a healthy rate of 10.2% over the last five years. In

2009, however, the delving economic conditions resulted in the Indian print media industry

remaining steady at the same size as previous year.

The Newspapers is an engine by which the advertisers can completely regionalize their content and

present it in a targeted manner to it’s the readers of various regions. For example, the content

conveying the same message could just be made vernacular for ease of diffusion or it could involve

subtle changes in the message to suit regional sensibilities.

Newspapers reach 94% of India and hence are a very

potent way of communicating about the products &

brands. Typically a national paper charges upwards

of 45 lakhs for a full page advertisement whereas a

regional paper may charge about 5 lakhs for the

same full page advertisement.

Summary

If we apply the measures of regionalization, reach, price and format, we get the following scores

Newspaper RadioRegional

channels

National

channelsAmagi

Regionalization High High High Low High

Reach Med to High Low to Med Low to Med High Low to Med

Price Med Low Low High Low to Med

Ease of recall for

end customerMed Low High High High

So based on the above analysis we can say that compared to its competition of Print and Radio, Amagi produces a much more balanced score card for its customers.

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CompanyMakes TV ads affordableSells Local Advertisement SlotsNarrowcasting technology – First moverStill in Early Adopter mode

ClimateThe industry in India has been growing for all its constituents at a minimum CAGR of 8%.Expected GDP growth of India in the next decade at a rate of 8-9%.

CustomersEnd Customers are subscribers of the MSO in tie up with AmagiAdvertisement agencies buy ad slots for their clients.Small Businesses directly buy ad slots.

CollaboratorsAd agencies sell local ad slots.Content partners sell advertisement slots.MSOs delivering ads to the end customers.

CompetitorsPrimary competitors are Radio, Regional & National Television and Newspapers.Internet & Mobile based advertisement may be a threat.

Target Market


5 C Analysis - Amagi

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SegmentationSegmentation of products can be done on the basis of the value derived from the product to the

consumer. The following segments can be created based on this.

Low Involvement Customers

These are typically time slots sold to ad agencies. These time slots are then utilized by the ad agencies

for the products that they work on. Typically the margins derived out of such transactions are low for

Amagi as it simply acts as an aggregator of TV time slots. However one competitive advantage that it still

has with such customers is the patented technology that helps provide local advertising capability.

Medium Involvement Customers

These type of customers are usually product companies who may already have the creative content

required for the ad campaign and might be looking at Amagi for secondary marketing research. These

avenues allow greater revenue to be gathered by Amagi.

High Involvement Customers

Such customers are usually small businesses which do not have a set advertising campaign and look

forward for Amagi to play to role of an ad agency by both providing market research as well as the

creative content for the advertisements.

Given the above segmentation, we believe that Amagi can target all the above segments with their product offering.

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Marketing Mix - Amagi

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Product Product does not have any variations. The differentiation of the product is in

its ability to offer image of advertising in national channels at lower price.

Narrow casting is a known technology but first implementation in India.

Price The pricing will be in between the prices

of Radio & Regional/ National TV. Revenue share method of interaction with

MSOs Additional revenue will be generated by

Amagi Acting as an advertising agency for small Businesses.

Place The distribution channel for Amagi are

still its sales force which contacts small businesses and encourages them to use local TV advertisements.

There is no e-commerce or indirect sales route that has been taken so far.

Promotion The communication is happening through

online media like youtube, Facebook, Not many ads run on Amagi & the Narrowcasting technology.

Amagi has been named as one of the hottest startups of 2010 and gotten first round of finance by Nadathur ventures.

Marketing Mix


Product DiffusionThe first step in product diffusion would be to analyze the product on various product characteristics that will influence diffusion as shown in the table below.

Innovation Aspect

Comment Rating

Relative Advantage

- Vis-à-vis Radio and print ads, audiovisual ads on TV are much more effective and seen as an advantage.

- Provide better local targeting than radio and print ads as MSOs can support a more local targeting of ads while print and radio ads are at more of a city/town level.

High

Compatibility- Customers who are currently involved in marketing campaigns

only on print or radio may feel uncomfortable with TV ads due to uncertainty.

Medium

Complexity- Amagi scores on this particular characteristic as it acts as both ad

creative agency and the aggregator of ad slots thus providing a complete solution to the service provider.

High

Trialability

- Given that the local advertising solution is going to cost equal to or more than the current marketing budget spent on print/radio advertising, it involves the same or greater amount of financial risk. Hence Amagi score low on trialability

Low

Observability- A follow through on the success of the ad campaign needs to be

performed for the customer to truly realize the advantages. Hence immediate observability is low.

Low

Based on the above observations, in order to facilitate diffusion, Amagi needs to improve its offering to reduce customer dissonance due to low trialability and observability. Some ways to do this is provided in the recommendation section of the document.

However despite the various aspects of the innovation that support diffusion, communication of these aspects is key to diffusion of the product. Hence a strong sales force which can span the country and pull in the various stake holders and hence roll out the service in other cities is an important requirement for product diffusion. This is dealt in the next section that talks about the building of a sales force to achieve this.

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Creating a Sales forceAmagi’s service of narrowcasting of ads needs to diffuse more in the 4 geographies that they are already present in. It needs to establish its presence in geographies where it is not present in presently. For this, Amagi needs to evaluate multiple sales channels (both direct and indirect) that are available and select one that matches its needs perfectly.

Assuming that the business team will be in-charge of the relationships with the Content Providers and the MSOs, The Sales team will be required to market the advertisement slots to Small & Medium businesses and advertisement agencies with local advertisement needs.

The various different ways to use a direct sales force are:

Possible Cost

Face to Face Marketing

Tele-calling – In & Out call

Trade shows & Exhibitions

Bids & Tenders

Online shop

Viral selling

Relationship selling

The other decision that needs to be taken by Amagi is that whether they want to expand to all other cities of India under their own capital or they want to collect some royalty by expanding through the medium of franchise. While expanding on their own will give Amagi much more control over the revenues and a better profits (as a percentage), the franchisee route will ensure explosive growth and faster break even.

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Recommendations1. Amagi can aim to improve diffusion by allowing initial customers to pay based on the promise of

a trial and measurement of the ad effectiveness. For this initially Amagi may need to provide

some services that relate to ad effectiveness measurement also. For e.g. it may need to provide

a common phone number that will be monitored by both Amagi and the customer for calls that

make enquires about the end product for which the ad campaign was launched. This is a good

method of offsetting both the trialability and observability dimensions of innovation.

2. Amagi can look at viral marketing and viral selling where it offers benefits/discounts to current

customers for referring their peer business contacts to Amagi. This will decrease the cost/sale

for Amagi.

3. External Advertising agencies typically have a lot of bargaining power which will have an adverse

impact on Amagi’s margins. Selling of advertising slots via advertising agencies should be the last

priority.

4. For fast growth of the company across the 20000+ MSOs that are present across the country, it

might make more sense for Amagi to go the franchisee route as it will reduce capital

requirements and increase sales force in an exponential manner.

5. To enhance knowledge about Amagi, It should utilize some of the advertising slots that it has to

sensitize businesses about the possibility of local advertising on television.

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Appendix AIndian Television broadcasting industry

Broadcasting and cable TV segment constitutes 33.5 % of the Indian media industry’s overall revenues.

The broadcasting and cable TV market consists of all terrestrial, cable and satellite broadcasters of

digital and analog television programming. The Indian media industry generated total revenues of $14.8

in 2009 representing a CAGR of 8.2% for the period spanning 2005-2009. The broadcasting and cable TV

segment was the industry’s most lucrative in 2009, generating total revenues of $5 billion, equivalent to

33.5% of the industry’s overall value.

Structure of TV Broadcasting industry

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Future of DTH in India

Indian advertising industry

Indian economy is on a boom and the market is on a continuous trail of expansion. Advertising agencies

in the country too have taken a leap. They have come a long way from being small and medium sized

industries to becoming well-known brands in the business. Mudra, Ogilvy and Mathew (O&M), Mccann

Ericsonn, Rediffussion, Leo Burnett are some of the top agencies of the country. With the market gaining

grounds Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a

tool to cash in on lucrative business opportunities. Growth in business has led to a consecutive boom in

the advertising industry as well.

The Indian advertising today handles both national and international projects. This is primarily because

of the reason that the industry offers a host of functions to its clients that include everything from start

to finish that include client servicing, media planning, media buying, creative conceptualization, pre and

post campaign analysis, market research, marketing, branding, and public relation services.

Firms in the advertising and public relations services industry prepare advertisements for other

companies and organizations and design campaigns to promote the interests and image of their clients.

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This industry also includes media representatives-firms that sell advertising space for publications, radio,

television, and the Internet; display advertisers-businesses engaged in creating and designing public

display ads for use in shopping malls, on billboards, or in similar media; and direct mail advertisers. A

firm that purchases advertising time (or space) from media outlets, thereafter reselling it to advertising

agencies or individual companies directly, is considered a media buying agency.

Most advertising firms specialize in a particular market niche. Some companies produce and solicit

outdoor advertising, such as billboards and electric displays. Others place ads in buses, subways, taxis,

airports, and bus terminals. A small number of firms produce aerial advertising, while others distribute

circulars, handbills, and free samples. Groups within agencies have been created to serve their clients’

electronic advertising needs on the Internet. Online advertisements link users to a company or product’s

Web site, where information such as new product announcements, contests, and product catalogue

appears, and from which purchases may be made.

The structure of the advertising industry in India has been affected by globalization and international

alignments creating a smaller number of very large agencies and the growth of independent major

media buying houses. Very sophisticated software optimization and planning systems are now integral

to the industry, enabling agencies to offer a unique positioning in the marketplace to attract new

business.

American companies are discovering the appeal of marketing their products in India. With a population

of approximately one billion, and a middle class that's larger than the total population of the United

States, there's definitely money to be made. Local retailers in apparel, food, watches and jewellery have

all increased their average ad spending by almost 50% in the past two years. Coupled with many other

local players big retailing brands are spending to the tune of Rs 12,000 crores annually on advertising

and promotional activities. This figure, according to industry estimates, was less than Rs 400 crores

about 3 years ago which means the growth has been a whopping 40%. The local firms are using all the

available advertising tools from electronic to print, outdoor advertising and even models. The

advertising and promotional spending by local brands is substantial during the festival season and

almost 70% of the spending is done between September to January. The advertising industry in India is

growing at an average rate of 10-12% per annum. Over 80% of the business is from Mumbai and Delhi

followed by Bangalore and Chennai.

Scope of Advertising industry in India

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The advertising industry in India has several competitive advantages:

India has a rich pool of strategic planning, creative and media services personnel: Indeed, Indian

advertising industry has been exporting senior-level talent to many countries, particularly to the

Gulf, South-East Asia, China, the UK and the US. Indian talent is recognized and respected in

global agency networks.

No other country has access to so many trained management graduates who can provide

strategic inputs for brand and media planning.

Indians are multicultural: we learn at least two languages and that gives us a head start in

understanding cultural diversity.

Most of the top 20 agencies in India have a global partner or owner, which should provide an

immediate link to global markets.

Our production standards in TV and print have improved: With a vibrant animation software

industry, we have access to this area of TV production.

India's advanced IT capabilities can be used to develop Web-based communication packages for

global clients.

The Indian advertising industry is a very upcoming and promising sector. However there is severe

competition and survival is for the fittest and the best. In this sector what matters the most is knowledge

and experience of the work and the industry and its functioning. The more the knowledge you can

provide the better the productivity you give.

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amagi - a study of new product diffusion

Documents

india india

cable tv industry

national tv

nationwide television

satellite television

television penetration

tv advertising pie

product diffusion