Traditional Television is now just a matter of 10-12 years.

Appointment viewing of traditional television shows has been declining, primarily due to the rise of digital platforms like streaming services and on-demand content. The way people consume media has dramatically changed in recent years, and this shift has a few key drivers. Convenience and Flexibility of Streaming platforms like Netflix, Amazon Prime, Disney+, and others allow viewers to watch shows whenever they want, making the "scheduled" nature of traditional TV less appealing. People now prefer to binge-watch shows at their own pace rather than waiting for weekly episodes. Digital platforms offer personalized recommendations based on viewing habits, making it easier for people to discover new content that suits their tastes. This level of customization isn't possible with traditional TV, which has a fixed programming schedule. Many streaming platforms provide an ad-free or reduced-ad experience, a huge advantage over traditional TV, where commercials take up significant screen time.

People are increasingly consuming content on mobile devices, laptops, and tablets. Streaming services cater to this behaviour, allowing viewers to watch content on the go, something traditional TV does not do as well. Digital platforms are investing heavily in original content, attracting big names in the industry and creating high-quality shows and movies. This has made streaming services more appealing, as they offer exclusive content that cannot be found on traditional TV.

However! Indian television still holds a strong place in the media landscape, especially regarding specific genres like soap operas, reality shows, and family-oriented content. While the rise of digital platforms has undoubtedly impacted viewership, several factors suggest that Indian TV shows will continue to survive, albeit with some changes.

Indian TV caters to a broad audience, especially in rural and semi-urban areas, where internet penetration and access to streaming services may not be as widespread. Many viewers in these regions prefer traditional TV for its accessibility, affordability, and familiarity. Indian TV shows, particularly daily soaps and family dramas resonate deeply with cultural values and traditions. These shows have a loyal audience that still prefers the format of appointment viewing, where families gather to watch their favourite shows together at specific times.

Shows like Bigg Boss, Indian Idol, and other reality or talent-based programs continue to pull large audiences due to their live nature and interactive elements like voting. Sports broadcasts, like cricket, are another huge draw for live TV viewership, which can't be replaced easily by streaming. Despite the shift towards digital, TV still generates significant revenue through advertising. Many brands continue to allocate large portions of their marketing budgets to television ads, particularly for reaching a mass audience. This ensures that TV channels will still have the financial backing to produce content, even if production budgets shrink slightly. Many Indian television shows are also being distributed on digital platforms alongside their TV airing. This "catch-up" model ensures that they are accessible to both traditional viewers and those who prefer on-demand viewing. Makers are likely to continue with this hybrid approach to capture a wider audience across both mediums.

Regional TV channels in India still have a very dedicated viewership. These channels offer content in local languages, which helps sustain traditional TV in various parts of the country. In the long run, while there may be a reduction in production budgets or a shift in content creation strategies, Indian TV shows are unlikely to disappear completely. Instead, they'll evolve, with more integration between TV and digital, but their core audience will keep them alive for the foreseeable future.

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