Mumbai, India, April 7, 2014: The need to distribute digital content to cable service operators alongside multimedia delivery is fuelling a shift to 100 percent digital workflows that is in turn, boosting the uptake of digital broadcast equipment market in India. End users are especially looking for software-based solutions that are high on speed, Internet-protocol connected, and use open architecture so that upgrades require minimal hardware replacement.
New analysis from Frost & Sullivan (http://www.digitalmedia.frost.com) India Digital Broadcast Equipment Market Opportunity Analysis, finds that the total equipment and solutions market earned revenues of US $99.6 million in 2013 and estimates this to reach $154.5 million by 2018 at a compound annual growth rate of 9.2 percent.
The study provides an overview of the India broadcast ecosystem, an end-user survey on purchasing trends of broadcast equipment over the next three years, and an in-depth analysis of six product segments including cameras, encoders, broadcast video servers, switchers, non-linear editing software, and media asset management equipment. It provides an in-depth analysis of the competitive landscape, drivers and restraints for the market and forecasts for revenue from 2014 to 2018.
Vidya S. Nath, Director, Digital Media, Global Innovation Center (GIC), Frost & Sullivan, said, “The focus on high-definition (HD) production to increase viewership and revenue generation opportunities is driving the demand for advanced digital broadcasting solutions, especially in the camera and video server segments. While these are immediate goals for upgrades, the market will drive spending on solutions for digital archiving, media asset management and collaborative workflows over the long term.”
The study finds that the average annual capital expenditure budget in India for a broadcaster is $118,000 (INR 70 lakh), and only about 25 percent of broadcasters spend about $160,000 (INR 1 crore). High upfront costs and uncertainty surrounding the return on investment (ROI) of digital broadcasting equipment are deterring some CIOs and stakeholders in media companies from adopting digital broadcast solutions. COOs are evaluating long-term costs of technical upgrades to be competitive as well as to adapt to the changing customer type for ‘TV-everywhere’. Hence, executive leaderships in several broadcasting organisations are working consciously to eliminate redundant processes and pass them on to service providers, while holding complete control over their assets through a cloud-based workflow.
Over 100 vendors, many of them international manufacturers, cater to India. Their success relies upon their partnerships with the system integrators and reseller channel in India. “Solution providers should roll out cost-effective usage-based solutions to gain acceptance among price-sensitive Indian consumers,” advised Nath. “They would also do well to offer reliable after-sales services and comprehensive training to end users in the Indian digital broadcast equipment market.”
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India Digital Broadcast Equipment Market Opportunity Analysis is part of the Digital Media Growth Partnership Service program. Frost & Sullivan’s related studies include: Digitization of TV Services in India, Impact of Social Media on Online Shopping Behaviour in India, and TV-Everywhere Outlook in Middle East. The studies included in subscriptions provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants.