The broadcast industry expecting or hoping that the year 2021 would give them growth


Every business sector finds the year 2020, to be the most difficult year they faced. The AdEx witnessed a decline of 39% in the first half of 2020, almost Rs 14000 crore has reduced from the ad pie according to the Pitch Madison Advertising report. There was visible de-grown from AdEx from Rs 35110 crore in H1’19 to Rs 21298 crore which is calculated to be a drop of almost Rs 14000 crore. It surprising to them since they never saw a drop like this. The report also stated that there was a de-grown by more than 40% in Traditional media. As we enter into the year 2021 the industry leaders are having confidence about the growth of the broadcast industry.

Chief Growth Officer – Advertisement Revenue of ZEEL, Ashish Sehgal believes that compared to metro markets non-metro markets would recover faster because they have shown higher resilience and are expected to spend more than before when compared to metro markets. Sehgal commented that green shoots of recovery would probably sprout faster in these markets, after the end of lockdown, this is indicated due to the spending on the majority of categories which were even greater in non-metro markets. There would be a further prominence in the digital platform since the change in consumer behavior from offline to online even from FMCG distribution and sales point view. The resurgence to Travel, Insurance over saving, and Auto are the other categories that will grow in advertising. Direct to commerce and Social commerce will be the key. Data mining, technology, and the innovative response-driven solution will act as drivers for new solutions offerings in the advertising space.

President of Sony Pictures Networks India (SPNI), Rohit Gupta is expecting good things this year 2021, but even still he says that the crisis is not over and another wave can hit the business sector anytime, so it is impossible to predict what could happen in the year 2021. He pointed out that so far everything is fine but all of this depends on how soon we will get the vaccine. It is a fact that nobody can see past the quarter but it is to confirm that this quarter looks promising. Founder and CEO of Ormax Media, Shailesh Kapoor said that on the revenue front the year 2021, will be a recovery. There is a chance that we could feel the real impact of the economic slow down in the early month of the year 2021.


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