A symphony of art
Media & Entertainment in East India - Bengal
The prolific Indian Media and entertainment (M&E) industry is rapidly evolving to reflect the sheer diversity of India. East India and West Bengal in particular, driven by unique tastes and preferences of its people, remains the “poster boy” of the thriving media and entertainment industry in East India. Marketers are paying heed to the rising disposable incomes and purchasing power in West Bengal.
Our objective through this report is to present an overview of the vibrant Media and Entertainment industry (Films, Television, Print and Animation) in West Bengal. This report is the first in our series on the M&E industry in East India. It characterizes the strengths, challenges and emerging themes of each sector of the M&E industry. The Film industry in Bengal has shown resurgence in the last few years with fresh content from a new generation of directors. The number of Bengali films released has doubled than what it was five years ago and films have found commercial success, enticing corporates to invest in Bengali films. By tapping overseas markets, focusing on digital rights management and tacking piracy, the industry can look forward to a luminous future.
West Bengal leads other East Indian states in terms of cable and satellite penetration. While General Entertainment channels (GEC) continue to garner dominant share of viewership, niche genres such as kids, news, Bengali movies and music are finding encouraging traction. Investment in production infrastructure, expanding overseas markets and increasing number of Digital TV subscribers would be areas of emphasis in the coming years for West Bengal. West Bengal, given its high literacy rates and a sizable vernacular readership base, is one of the strongholds of the Indian Print industry. However, the future depends on how well the industry deals with the key issues of sustaining subscription revenues, monetizing online content and giving advertisers innovative ways to reach out to the readers.
The success of Animation in Bengali depends on the incentives given to studios to increase investments in Kolkata. Given the availability of quality original content and skilled manpower, West Bengal holds great future potential. It would be exciting to see how players across M&E sectors experiment and innovate to effectively monetize the ever-increasing demand for differentiated content over existing and new media platforms.