Television remains the largest screen in India — and the business behind it is managing the most consequential transition in its history, from linear distribution to connected, addressable viewing.
Indian television is a layered business: a handful of large network groups running bouquets of general-entertainment, news, movie and regional channels, a deep regional-language broadcast base, and a distribution ecosystem — cable, DTH and increasingly connected TV — that sits between the content and the household.
The defining shift is from linear to connected. Audiences and advertising are migrating to streaming, but linear television still commands the largest reach and the biggest single pools of advertising spend in the country. The networks that win are managing both businesses at once — defending a profitable linear base while building the connected-TV and digital revenue that replaces it.
Advertising remains the core, but the revenue model is diversifying — subscription, syndication, and the monetisation of content libraries and IP. News broadcasting runs on a different clock and a different economics entirely. Regional networks are, in many markets, growing faster and defending margins better than their national counterparts.
Our work here covers network groups, news broadcasters and regional players at chief-executive level and across the support functions — finance, technology, legal, governance and people. We are retained when the brief is harder than the obvious one — when a network is building the leadership bench to run a connected-era business.
The strongest ad-sales leaders are now expected to sell linear, digital and connected-TV inventory as a single proposition. That hybrid commercial leader is a small pool, and networks are competing for them not just with each other but with the digital platforms.
Content leadership in broadcast is a judgement business that resists process. The programming and content heads who consistently pick winners — across genres, languages and formats — are known by reputation and rarely move for anything less than a defining mandate.
Distribution is quietly becoming a technology and data discipline. As connected TV grows, the leaders who understand addressable advertising, measurement and platform partnerships are reshaping what a distribution or revenue CV needs to contain.
Digital-first media, gaming and esports — the industry's fastest-growing edge.
Open →Agencies, ad-tech and the businesses that sit between brands and audiences.
Open →Labels, live entertainment and the business of monetising fandom.
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