Current trends in television broadcasting

Published by Emil Abraham,


Television broadcasting has undergone significant changes in recent years, with the rise of digital platforms and the shift in audience preferences. The broadcasting industry has had to adapt to these changes to remain relevant and competitive.
Global Trends
  • Expansion into OTT Delivery Systems
    One of the most significant trends in television broadcasting is the expansion into over-the-top (OTT) delivery systems. OTT refers to the delivery of video content over the internet, bypassing traditional cable and satellite providers. This trend has been driven by the increasing popularity of streaming services such as Netflix, Amazon Prime Video, and Disney+. The COVID-19 pandemic has accelerated the growth of OTT services, and the trend is expected to continue in the post-pandemic world. According to a report by IBM, OTT delivery systems are expected to grow at a compound annual growth rate (CAGR) of 14.3% between 2021 and 2026.
  • Content Diversification
    In the global context, television broadcasters are expanding their content offerings to cater to diverse audience preferences. This includes producing original scripted series, documentaries, reality shows, and live events. By diversifying their content, broadcasters aim to attract and retain viewers across different demographics and interests.
  • Digital-First Approach
    Many broadcasters worldwide have adopted a digital-first approach, producing content specifically for online platforms and streaming services. With the rise of over-the-top (OTT) platforms, broadcasters are investing in high-quality digital content to reach audiences beyond traditional television viewership. This strategy allows for greater flexibility and enables broadcasters to engage with younger, tech-savvy audiences.
  • Artificial Intelligence (AI) Technology
    Another trend that is shaping the future of television broadcasting is the use of AI technology. AI is being used to improve the quality of content, personalize recommendations, and automate tasks such as closed captioning and video editing. Personalization not only enhances the viewing experience but also helps broadcasters to retain viewers. AI-powered chatbots are also being used to engage with viewers and provide customer support.
  • Storytelling and production
    The advancement of technology has greatly influenced the way stories are told on television. In the past, television was limited to a single screen, but now, with the emergence of multiple platforms, storytelling can happen across various screens at the same time. Today, the main focus is on one primary screen, while other devices like tablets or mobile phones play supporting roles. However, in the future, all these screens will work seamlessly together, creating a unified viewing experience. This evolution of multiple platforms will impact every aspect of the television industry, from content creation and preparation to sales, marketing, and distribution. The omni-platform environment also affects the way stories unfold, as viewers now expect to have more control and interaction. Viewers want to be a part of the storytelling experience. To meet these expectations, content producers will need to convince both the creative and IT communities of the benefits of choice-based stories and the technical scalability and cost-effectiveness of implementing them. It's an exciting time where technology is reshaping how stories are told and how viewers engage with content.
  • Virtual and augmented reality
    Virtual and augmented reality are transforming the way we consume television content. With the help of VR and AR, viewers can immerse themselves in the content and experience it in a more engaging way. The use of VR and AR is still in its early stages, but the trend is expected to grow in the coming years.
  • Cybersecurity
    As the broadcasting industry becomes increasingly digital, cybersecurity has become a critical concern. Broadcast media companies are investing in cybersecurity measures to protect their content and infrastructure from cyber threats.
India Perspective
India swiftly embraced the evolving trends in television broadcasting, driven by factors such as technological advancements, changing viewer preferences, and the growing influence of digital platforms. The country's vast population, linguistic diversity, and cultural richness created a fertile ground for broadcasters to cater to specific regional tastes and preferences. India witnessed a surge in regional content production and localization efforts, recognizing the importance of connecting with audiences in their own languages.
  • Digital Transformation and Streaming Services
    In India, the television industry is undergoing a digital transformation. Traditional broadcasters are expanding their presence on digital platforms, launching their streaming services, and partnering with OTT platforms to reach online audiences. This allows viewers to access their favorite shows and channels through mobile apps and websites, providing convenience and flexibility in consumption.
  • Rise of Regional Content
    One of the most significant trends in television broadcasting in India is the rise of regional content. Regional language channels are gaining popularity, and broadcasters are investing in producing content in regional languages. According to a report by The Business Research Company, the Indian television broadcasting market is expected to grow at a CAGR of 10.6% between 2021 and 2025, driven by the demand for regional content.
  • Multi-Screen Viewing
    With the proliferation of smartphones and tablets, multi-screen viewing has become a significant trend in India. Viewers are increasingly consuming television content on their personal devices, along with traditional TV sets. Broadcasters are adapting to this trend by offering mobile apps and online streaming options, enabling viewers to access content on the go
  • Mobile Streaming
    Mobile streaming is another trend that is shaping the future of television broadcasting in India. With the increasing penetration of smartphones and affordable data plans, viewers are increasingly consuming content on their mobile devices. Broadcasters are investing in mobile-friendly content and platforms to cater to this growing audience.
  • Hybrid Business Models
    Another trend that is emerging in the Indian television broadcasting industry is the adoption of hybrid business models. Broadcasters are exploring new revenue streams, such as subscription-based models and advertising-supported models.

Challenges posed by technological changes
On one side, we see significant changes driven by the rise of digital platforms and the shift in audience preferences. On the other side, these technological changes in the television industry have brought about several challenges and problems. Here are some of the key challenges:
  • Transition to OTT delivery systems: The expansion into over-the-top (OTT) delivery systems has disrupted traditional broadcasting models. While OTT platforms offer greater flexibility and convenience for viewers, traditional broadcasters are facing challenges in adapting to this new landscape. They need to invest in infrastructure and content delivery systems to compete with OTT providers.
  • Monetization and revenue models: The shift towards digital platforms has posed challenges in terms of monetization and revenue generation. Advertisers are shifting their budgets towards digital advertising, and traditional broadcasters are facing the challenge of finding new ways to generate revenue and sustain their business models.
  • Content piracy and copyright infringement: With the rise of digital platforms, content piracy and copyright infringement have become major challenges for the television industry. Illegal streaming websites and unauthorized distribution of content have resulted in revenue loss for broadcasters and content creators. Protecting intellectual property rights and combating piracy has become a priority for the industry.
  • Fragmentation of audiences: The proliferation of niche channels and the availability of a wide range of content options have led to the fragmentation of audiences. Viewers now have more choices and preferences, making it challenging for broadcasters to capture and retain a large audience share. Broadcasters need to invest in content curation and personalization to cater to the diverse interests of viewers.
  • Technological infrastructure and investment: The rapid technological advancements in the television industry require significant investment in infrastructure and technology. Broadcasters need to upgrade their equipment, systems, and networks to keep up with the evolving technological landscape. This can be a challenge, especially for smaller broadcasters with limited resources.
  • Regulatory challenges: The changing technological landscape has also posed regulatory challenges for the television industry. Governments and regulatory bodies are grappling with issues such as content regulation, licensing, and ensuring fair competition in the digital space. Balancing the need for innovation and consumer protection is a complex task for regulators.
On May 2, 2023, members of the Writers Guild of America (WGA) went on strike, calling for reforms in their payment, with a focus on residuals from streaming platforms. The strike has led to a halt in popular late-night TV shows and has delayed the production of new seasons of scripted shows.
From the transition to OTT delivery systems to content piracy and regulatory challenges, broadcasters and content creators are facing a rapidly evolving landscape. Adapting to these challenges and finding innovative solutions will be crucial for the future success of the television industry.

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