Developing Story: Global Publishing Houses See New Potential in Indian Media

• Main Author: Knowledge@SMU
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2007
• Subjects: Business; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/ksmu/360; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1359&context=ksmu
• Institution: Singapore Management University

Global media houses have been systematically targeting India over the past two years, encouraged primarily by burgeoning readership levels and relaxed government policies on foreign investment in the industry. At the same time, deep-pocketed advertisers are zeroing in on a young, brand-aware population's rising income and literacy levels. In addition, foreign private equity investors and publishers have set up alliances with domestic players; new mainstream newspapers and niche magazines have been launched, and regional-language publishers have increased their reach. India Knowledge@Wharton spoke to publishers and market analysts about this media boom.