Chennai: The FICCI MEBC South 2025 panel discussion on The Power of TV in the South – Sustaining Reach, Innovation, and Impact brought together some of the most influential voices in the regional television industry. Moderated by Ashish Pherwani, Partner at EY, the session featured insights from Krishnan Kutty, Head of Cluster, Entertainment (South), JioStar; B Srinivasan, Managing Director, Vikatan; Vijaya Lakshmi, Vice President – South TV & Films, Sa Re Ga Ma Group; and L V Krishnan, Chief Executive Officer, TAM Media Research. Together, they explored the evolving landscape of television in South India, discussing its unparalleled reach, technological innovations, and the ways in which content creators and broadcasters are adapting to the ever-changing demands of the audience.
The Enduring Power of Television in South India
L V Krishnan opened the discussion by presenting data from TAM Media Research, illustrating that television penetration in South India remains above 95%, with time spent per viewer significantly higher than the national average. He noted that while digital consumption is rising, it often complements television rather than replacing it. “Prime-time television still commands high engagement, particularly for drama series, reality shows, and live events,” he said. “Advertisers recognize this, and TV continues to secure a lion’s share of ad revenue in the region.”
Krishnan Kutty supported this perspective by emphasizing that television continues to be the dominant medium of entertainment in South India. He highlighted that despite the rapid growth of digital platforms, TV remains the primary source of content consumption for a vast majority of viewers. With deeply rooted cultural preferences and strong family-oriented viewing habits, South Indian audiences have shown remarkable loyalty to television networks. He noted that channels continue to invest in high-quality, localized content to retain viewership and sustain engagement.
Regional Content and Its Ever-Growing Popularity
B Srinivasan provided insights into the evolution of regional content. He emphasized that audiences today are more discerning and expect storytelling that reflects their own experiences and aspirations. Tamil, Telugu, Kannada, and Malayalam content creators are focusing on hyper-local narratives, strong cultural motifs, and high production values to sustain viewer interest. He pointed out the importance of serials and reality shows that build an emotional connect with the audience, making them integral to TV’s sustained success.
Vijaya Lakshmi added that music and film-based programming continue to be key drivers of television ratings. She noted that music-based reality shows and nostalgia-driven programming are major audience pullers, with an increasing focus on integrating social media engagement. “Audiences today not only want to watch their favorite shows but also interact with them online. We are seeing significant second-screen engagement, where viewers discuss, vote, and participate in shaping content direction,” she added.
Innovation in Broadcasting and Technology
A key aspect of the discussion was the role of innovation in keeping television relevant in the digital age. Krishnan Kutty highlighted how TV networks are increasingly leveraging artificial intelligence and data analytics to personalize content recommendations. “With better understanding of viewing patterns, we are now able to create more targeted programming strategies, ensuring that every segment of the audience finds content that resonates with them,” he said.
L V Krishnan pointed out the growing role of connected TVs and OTT integrations within traditional broadcasting. “Smart TVs and hybrid viewing patterns are reshaping the way we define television engagement. The lines between linear and digital are blurring, and broadcasters need to think beyond just viewership numbers to understand audience behavior in a holistic manner,” he explained.
Advertising and Monetization Trends
Advertising remains a crucial factor in sustaining the television industry. B Srinivasan elaborated on how advertisers still see TV as a key medium for brand-building, particularly in regional markets where trust and familiarity play a big role in consumer decision-making. “For FMCG brands, automotive, and telecom sectors, television delivers unmatched reach and impact. However, there is also a shift toward performance-based advertising models, where brands want measurable returns on investment,” he noted.
Vijaya Lakshmi spoke about the role of sponsorships and integrations in monetizing TV content. She explained how content creators are innovating to include brand messages seamlessly within storytelling formats. “Rather than traditional ad breaks, we are seeing more in-show branding, integrated product placements, and even influencer-driven segments that create a more immersive advertising experience,” she said.
Challenges and the Road Ahead
Despite its continued strength, television in South India faces its own set of challenges. Krishnan Kutty acknowledged that the younger demographic is increasingly spending more time on digital platforms, necessitating a dual strategy of retaining core TV audiences while also expanding digital footprints. He emphasized the importance of investing in original IPs that can transcend multiple formats, ensuring cross-platform visibility.
L V Krishnan added that measurement and attribution remain critical factors. “We need better analytics to help advertisers and content creators make data-driven decisions. The industry must invest in better tracking mechanisms that give a unified view of both TV and digital performance,” he said.
B Srinivasan highlighted the increasing costs of content production as a significant challenge. “The audience expects cinematic quality storytelling, and that requires investment. Broadcasters need to balance budgets while ensuring they don’t compromise on content quality,” he said.
Conclusion: A Future of Coexistence and Growth
The panel discussion concluded on an optimistic note, with all speakers agreeing that television in South India is here to stay, but it must continue evolving. While digital platforms are growing, television remains the most trusted and impactful medium for mass entertainment and brand storytelling. The key to sustaining its relevance lies in embracing technological innovations, adapting monetization strategies, and continuously investing in compelling, culturally resonant content.
As Ashish Pherwani summarized, “Television in South India is not just surviving—it is thriving. The challenge is not competition from digital but ensuring that TV networks create a seamless experience that integrates the best of both worlds.”
The insights shared in this session underscored that the South Indian television industry is not just keeping pace with change but is also leading the way in innovation, audience engagement, and content excellence. The power of TV in the South remains strong, and with the right strategies, it will continue to be the cornerstone of entertainment for millions.
