The Battle For India's Audience Of 450 Million

A shakeout is looming among India's 50-plus TV channels

At Bombay's famous Famous Studios, Kunal Dasgupta, chief of Sony Entertainment Television India, is watching the Indian version of Wheel of Fortune being filmed for Sony's Indian channel. The starstruck Indian audience should be thrilled with this installment: Its hostess was among those short-listed for last year's Miss India title. Another participant played Buddha's wife in Bernardo Bertolucci's film Gautama. Dasgupta is pleased. But with so much competition in Indian media these days, it's a struggle to keep viewers and advertisers happy.

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