Get ready for 22 new TV Channels. How many are too many?

In a recent development I&B has given approval to 22 new channels for uplinking and downlinking. Well, as per estimates made by Reuters during early 2008 there would be 700 Channels in India by the end of 2009. But for past some time due to market depression, no new Channels were coming up and hence the total number was kind of fixed at 350 odd channels.

This news that I&B has given 22 new Channels permission to operate in India. This includes channels from Fox (India) group, TV 18 Group, Krishnaswamy Associates Media Rennaissance, Information TV, Kalaignar TV etc etc. While TV 18 looks for the extension of its business Channel CNBC in local languages, Fox is looking for expansion of its Nat Geo channels in adventure and Music.

This again leads to the same discussion. How many channels are enough to engage you? The genres are more or less the same- general entertainment, sports, music, movies,knowledge, reality,news, business etc. The only distintive factor remains is content. But the challenge for these many channels is to make user watch them in the first place. Marketing expenditures are huge and majority of existing channels are already facing losses (at least in short term). But only basis that the Advertisement spending is huge over this medium ($4.4 Billion, Industry estimates) and is expected to grow in near future, makes this industry lucrative enough for the new broadcasters.

But what about TV Viewers, do they care enough? Well it seems that they do. For whatever the reason, TV is the most used entertainment gadget among people even today. They do care but the problems for them are increasing with increasing number of channels. Time should come when they should know what Channels to subscribe and what not. Which channels and shows to watch and what to miss. Will there be a time when this could happen. Well, hold your breaths, iDubba is on its way!

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