The blitzkrieg having swept the country off its feet has become not only the main source of distraction but also the emerging source of India's revenue streams.
With improved technological capabilities and global interest fuelling the entertainment market, the sector in India is reaching a new high.
The industry starting from its nascent stage has come of age. Confidence of investors and bullish profits have led various entertainment companies to come knocking to the stock markets. In India, the entertainment canvas boasts of the Film and television industry, the Music Industry including Radio and all of this held together by the growing advertising spend.
Quality entertainment products have found a discerning market in India, which is growing and has room for more. The middle class, of about 200 million, upwardly mobile families, is the one fuelling this.
Though the inherent complexity of the region necessitates niche products in varied languages, but there is also a large Hindi captive audience for the take. The diversity of the market also has created an opportunity for varied content and experimentation.
Rapid urbanization and corporatization of this urban niche has created a demand for internationally acceptable, quality content.
The government realizing the potential of the sector has now accorded it with the industry status facilitating its reorganization.
This has opened up the areas of Insurance, benefiting policy measures and other facilities (like institutional finance) available to other industries. This also gives the whole entertainment scene a more structured and secure outlook as seen from the investor's point of view.
The industry is now ready to accept and service overseas investments and initiatives.