.jpg)
Speaking about the top trend in the television sector for 2024, Janhavi Vyas, Head of Marketing South Asia, Warner Bros. Discovery, said, "Platform-agnostic viewing is redefining Indian TV in 2024. Simulcast strategies have reshaped the landscape, with shows being aired seamlessly across both TV and OTT platforms. With connected TV households set to surpass 45 million by the end of the year, broadcasters are maximising revenue by catering to viewers’ demand for flexible, cross-platform accessibility. The shift towards multi-platform adaptability ensures that high-quality entertainment is delivered consistently as India's video consumption habits evolve."
While discussing the top three trends expected in the television sector for 2025, she added, "Firstly, prioritising authenticity will be key. As user-generated content (UGC) and AI-crafted media proliferate, ensuring credibility will be essential to maintain audience trust amidst the emerging challenges. Secondly, the Connected TV boom is set to continue. With a projected compound annual growth rate (CAGR) of 17%, Connected TVs will exceed 45 million households, reshaping viewing habits and advertising dynamics. Lastly, we are entering the era of two-way storytelling. Conversations, rather than traditional campaigns, will dominate. Engaging audiences through authentic dialogues and interactive narratives will not only foster trust but also strengthen brand-consumer relationships."
