Cable TV
The unmatched power of TV storytelling that continues to grow
MUMBAI: In an era where everyone seems surgically attached to smartphones and attention spans are shorter than elevator pitches, one old-school screen still refuses to fade into the background: the television.
And no, it’s not just for your grandparents’ soap operas. It’s a full-blown, all-demographic, emotion-fuelled national habit. In India, TV hasn’t just survived the digital onslaught-it’s thrived, flourished, and even added a few new cushions to the family couch.
According to the PWC India Media & Entertainment Outlook 2024–2028 report, India’s TV advertising market is booming while the west hits a commercial pause. Projected to become the world’s fourth-largest by 2028, it’s expected to grow at a healthy 4.2 per cent CAGR. Clearly, India didn’t get the memo about the death of television.
And the numbers back it up. With a jaw-dropping 46 trillion viewing minutes clocked annually by 880 million viewers, the average Indian spends 3.7 hours a day with the telly—more time than with family, friends, or dare we say, their fitness app. Even gen z, often accused of having Tiktok in their DNA, is tuning in more in megacities. Meanwhile, decision-makers aged 31–50 rack up 13.8 trillion viewing minutes, proving that remote controls are still in the hands of those who call the shots—at home and in the market.
Adani Wilmar Limited head – media & fortune brand ccaptured the sentiment, “With its unmatched scale and emotional storytelling, it allows us to connect with families across the country in a way no other platform can. For a brand like ours, built on trust and everyday relevance, television remains central to how we create resonance and drive results.”
TV isn’t just about eyeballs; it’s about heartstrings. “Television remains one of the most powerful mediums for building brand trust and long-term recall,” said Colgate Palmolive India Ltd director – integrated brand experience Anagha Bhojane. “We have consistently seen how TV drives brand affinity and consumer action at scale.”
And the proof is in the programming. Shows like Anupamaa, Jhanak, Bhagyalakshmi (Kannada), Chempaneer Poovu (Malayalam), Siragadikka Aasai (Tamil), and Gunde Ninda Gudi Gantalu (Telugu) aren’t just being watched—they’re being lived, memed, and passionately debated across Whatsapp family groups. Meanwhile, non-fiction juggernauts like Bigg Boss and Laughter Chefs continue to dominate prime time, turning weeknights into a national viewing ritual.
Jyothy Labs media head Raghavendra Katte summed it up, “Television has been a cornerstone of brand building in India. The role of the medium has evolved from mere exposure to a large canvas of opportunities for brands to build a powerful connection with consumers.”
Leading the pack is JioStar, India’s TV Goliath, claiming 760+ million monthly active viewers, 90 per cent+ urban and rural household penetration, and a commanding 54 per cent prime-time share in HSM and 44 per cent in the south. For advertisers, it’s the ultimate jackpot: scale, trust, and cultural resonance wrapped in one crispy pakoda of opportunity.
The recent addition of 1.3 million Pay TV households in just 10–12 days proves the medium is far from done.
It’s not dying.
It’s diversifying—and in India, it’s dominating.
So, while global marketers chase the next shiny platform, India’s brands are sticking with the one that’s been delivering plot twists, product sales, and parental approval for decades.
In the battle for screen supremacy, TV’s still got the best seat in the house.
Cable TV
Hathway Cable appoints Gurjeev Singh Kapoor as CEO
Leadership change comes as cable TV faces shrinking subscriber base and modest earnings pressure
MUMBAI: Hathway Cable and Datacom has tapped industry veteran Gurjeev Singh Kapoor as chief executive officer, marking a leadership pivot at a time when India’s cable television business is under mounting strain.
Kapoor will take over from Tavinderjit Singh Panesar, who is set to retire in August after a long innings with the company. Panesar, chief executive since 2023, has held multiple leadership roles at Hathway, including his latest stint beginning in 2022.
Kapoor brings more than three decades of experience in media and entertainment. He most recently led distribution at The Walt Disney Company’s Star India business, now part of JioStar. His career spans television distribution and affiliate partnerships, with stints at Sony Pictures Networks India, Discovery Communications and Zee Entertainment.
Panesar, with over three decades in the industry, has worked across strategic planning, distribution and business development in media, broadcasting and manufacturing. His past associations include ESPN Star Sports, Star India, Apollo Tyres and JK Industries.
The transition lands as the cable sector grapples with structural disruption. Traditional operators are losing ground to streaming platforms, while telecom and broadband players tighten the squeeze with bundled offerings.
An EY report estimates India’s pay-TV base could shrink by a further 30 to 40 million households by 2030, taking the total down to 71 to 81 million. The slide follows a loss of nearly 40 million homes between 2018 and 2024, a contraction that has already wiped out more than 37,000 jobs in the local cable operator ecosystem.
Hathway’s numbers reflect the strain. The company reported a consolidated net profit of Rs 93 crore for FY25, down from Rs 99 crore a year earlier. Revenue inched up to Rs 2,040 crore from Rs 1,981 crore. As of December 2025, it had about 4.7 million cable TV subscribers and roughly 1.02 million broadband users.
Kapoor steps in with a familiar brief but a shrinking playbook. In a market where viewers are cutting cords faster than companies can reinvent them, the new chief executive inherits a business fighting to stay plugged in.
