he Indian entertainment and media (E&M;) industry has out-performed the Indian economy and is one of the fastest growing sectors in India. The E&M; industry generally tends to grow faster when the economy is expanding. The Indian economy has been growing at a fast clip over the last few years, and the income levels have been experiencing a high growth rate. Consumer spending is also on the rise, due to a sustained increase in disposable incomes, brought by reduction in personal income tax over the last decade. All these factors have given an impetus to the E&M; industry and are likely to contribute to the growth of this industry in the future. Besides these economic and personal income-linked factors, there are a host of other factors that are contributing to this high growth rate. Some of these are enumerated below:

A. Low media penetration in lower socio-economic classes (SEC)... more