Overseas Indian Pay-TV Market Has Potential to Double
Numbering over 11 million people and 2.8 million households, the population of overseas South Asians around the world (ie. those living outside South Asia) equates to that of a small country. With average incomes many times those earned on the sub-continent, this is an audience whose potential was largely untapped during the 1990s, and it is now increasingly being targeted by Hindi, Bengali and Tamil television programmers such as STAR, Zee and Sony.
GIA Asia Pacific estimates the overseas South Asian dialect pay-television market to be worth about US$400 million in advertising and subscription revenues. Potentially - at least in theory - it could be worth as much as US$950 million at current rates, if 100% household penetration were to be reached. Some 60% of this potential market remains untapped.
Of the three main players, STAR has arguably been most aggressive in recent years, launching in the United Kingdom in 2001 with tailored programming and marketing on STAR Plus and STAR News. It achieved the number one spot within three years.
Local terrestrial stations will need to balance their own dialect programming
against distributing Zee or STAR content.
Malaysia's Astro, which is a leading
producer of Hindi content outside India, is reported to be in negotiations with
STAR to distribute STAR Plus in Malaysia. For Astro, any deal will be weighed
carefully against potential cannibalisation of its existing channels.
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