OFFLINE MEDIA – DYING OR EVOLVING?

1. OFFLINE MEDIA – DYING OREVOLVING? A comparison between online and offlinemarketing. Over the last decade, the Indian digital landscape has seen an immense change in the way Indians perceive and consume information across platforms.With the increase in social media interactions, video consumptions and various DigitalIndia movements by the government and private companies, it is evident that the Indian population has really got the hang of digital media, and to be precise– onlinemedia. However, this rapid growth has overshadowed the fact that in a country that has an estimated headcount of approximately 1.38 billion, only one third ofthe population

2. lives in the urban sector. And are we saying every urban individual has access to online media andcontent? There’s no denying that the online media is gripping fast but are we really losing offline media to it? Here are some funfacts: GROWTH IN TVPENETRATION: There has been a 24% increase (+100 million) in TV viewership in the last 13years (as recorded in 2017). INDIANS STILL PREFER TV FOR NEWS: In 2017, 56% people preferred watching news programs on TV while 32% preferred online platforms for UGC (User-Generated Content) and another32% preferred online media to consume comedyclips. LOVE FOR PRINT WITNESSED GROWTH The IRS data of 2019 reveals that the overall readership of newspapers has increased 4.4% and reached 425 million readers. (As per a reportby MRUC). BUT ON THE OTHERHAND: WE ARE 2nd IN INTERNETUSERS Internet users exceeded 566 million people in India, driven by rural internet growth and usage. It is now estimated that there are 251 million internet users in ruralIndia, and this is expected to reach 290 million by the end of 2019. MOBILE INTERNET WILL BE AHIT

3. Indian users are expected to spend an average of 79 minutes per day on mobile internet by the year2021. ON-DEMAND CONTENT RISES Thanks to digital media players such as Netflix, Amazon, and Hotstar, etc., the traditionally maintained supremacy of the television as themain entertainment hub has beenchallenged. Now, the numbers can be a little confusing, but this is just a transition phase thatwill help shape a better, brighter, connected future. While it’s difficult to say that traditional mediums are dying, the challenges from the online media are bringing them back on their toes. Besides, as the rural sector is trying its hand on latest technologies, the not-so-tech-savvy urban population is also reaching out todigital platforms. All these changes are leading us to a new India where consumers continue touse traditional media, even as they embrace new digital channels. The time spentwith digital and traditional channels will continue to increase in tandem - proving that mediums like TV and print are still healthycontenders. Sources: BARC Report, The Changing Face of TV in India, FICCI Frames, 2018 IEBF Media and Entertainment Report, July 2018 & ULTRAXART,India Media Ecosystems - The Walls Fall Down - KPMG in India's M&E Report2018