Marketing

Vernacular Content Market in India

Table of Contents

Executive Summary

2

Chapter I: Patterns of Vernacular Content Consumption

4-9

Chapter II: Indian Language Content over the Internet

1010-15

Chapter III: Examining Parallels Between Television and the Internet Chapter IV: Vernacular Capabilities on PC

16-20 16-

2121-26

Chapter V: Barriers of Vernacular Adoption

2727-31

Chapter VI: Discussion

3232-41

Annexure

42-45 42-

Executive Summary

The growth of PC and Internet penetration in India has been impressive in the past few years. However, the bulk of this growth has mostly been in urban India thereby widening the gap between rural and urban India in terms of adoption of Information and Communication Technologies (ICT). Considering this divide, the report examines aspects of localisation and regional content provided over the Internet. The premise this report attempts to evaluate is that the traditional media (i.e. television) adoption rates increased once the content offered was more regional in nature, a similar spurt in usage can be expected once the digital media such as the Internet provides localized and regional content. Upon conducting primary as well as secondary research, we arrived at the following conclusions:

The characteristics and orientation of Indian populace towards consuming print, audio and visual communication is regional and localized in nature. They seem to be more amenable to communicate in the language they are more familiar with. English seems to be their less preferred choice of language.

Following the patterns in television and radio medium, the key to unlocking the doors to widespread adoption of ICT in India lies in achieving the mix of infrastructure, application and content.

There is a difference in the usage as well as demand of vernacular content among the Indian populace. While the urban population is predominantly occasional user of vernacular content and indulge in local...