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The Industry Background

The Indian entertainment industry worth was pegged at Rs. 40,000 crores at the end of 2008, with 30 lakh people earning their livelihood from it

The Indian Film and Television industry is the fastest growing industry in the country

Indian Film industry is the largest in the world, producing over 1,000 films every year in multiple languages

The Television industry has over 300 national, regional and local TV channels

Television in India is the third largest market in the world after China and USA

Television is received by ten crores Indian homes

The Audio Medium

The Radio has a penetration of nearly 99% in India

It has seen a resurgence with the entry of corporate entities in the FM section

Apart from the mushrooming FM stations, the Government of India's draft community radio(CR) policy of 2004 allows NGOs and other non-profit organisations to run low power radio stations with limited advertising

Scope

There are several under-developed areas in the country where 'infotainment' has not yet percolated. While rural icons are regularly used, programmes are not designed for rural culture; the result being urban depiction of rural themes. Thus, there is an ever increasing potential for rural and local films and TV. As seen in the recent success of Bhojpuri films, regional cinema is gaining ground and popularity with locally identifiable themes. Even as the regional market grows stronger, offering many opportunities, cinema is expected to grow in all directions - national, international, regional and local.

Besides the national or regional cinema talked of earlier, the third emerging area is local cinema. This will promote religious and cultural music, videos, will also be used by NGOs for social communication. In addition, the FM culture will be creating new opportunities and the need for skilled professionals.

The growth of rural cinema through satellite linkages for exhibition of high-definition digital films will further change the role of films. In the resultant emerging market for different kinds of cinema, all will survive. Besides the Film City in Mumbai, Hyderabad, Government of Gujarat has also announced a film city where students of the Institute may get placements.