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More channels take birth even as television industry shrinks
Mint Kolkata
|October 06, 2025
tisers want guaranteed reach, she said.
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The bet on new channels defies rise of digital media. ISTOCKPHOTO
Malhotra cited movie channels, music, regional language entertainment and devotional content as obvious examples as they draw steady audiences and predictable advertiser interest. Sports and kids' genres, she said, also have strong stickiness.
The bet on new channels defies shrinking business and the rise of digital media. TV revenues fell 4.5% in 2024, declining for the second straight year after a 2% fall in 2023, according to the Ficci EY report 2025. TV advertising revenue dropped 6% due to a 12% reduction in brands using television. Digital media grew 17% in 2024, making it the fastest-growing segment of the Indian media and entertainment sector at ₹802 billion.
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