10 reasons why the South media story is a super blockbuster

The rise of Naatu Naatu and RRR is a signal to the world about the rise of the South Indian media sector. I recently spoke at CII Dakshin, South India Summit, on why the South media story is a super blockbuster. Here are my ten reasons.

Excerpts from my keynote address at Dakshin 2023:

1. Growing Regional Market: The South Indian media sector benefits from a large and growing regional market. The southern states of India - Andhra Pradesh, Karnataka, Kerala and Tamil Nadu - have a combined population of over 250 million people, making it a significant consumer base. The increasing population, rising middle class, and growing disposable income levels in the region have led to an increased demand for media content, resulting in high growth potential for the industry.

2. Rich Cultural Heritage: South India has a rich cultural heritage with a long history of literature, music, dance and cinema. The media industry in South India leverages this cultural legacy to create content that resonates with the local audience. The deep-rooted cultural connection and pride among the people of South India drive the demand for media content that reflects their traditions, values, and way of life, leading to high engagement and consumption of media products.

3. Language Diversity: South India is known for its linguistic diversity, with multiple languages spoken in the region - Tamil, Telugu, Malayalam and Kannada. This diversity provides ample opportunities for the media industry to create content in multiple languages, catering to the specific linguistic preferences of the local audience. This language diversity not only expands the market size but also encourages the production of a wide range of content, leading to high growth in the media sector.

4. Strong Regional Film Industries: The South Indian film industries are among the most prominent regional film industries in India. These film industries have a loyal fan base and produce a significant number of movies each year, contributing to the overall growth of the media industry in South India.

5. Unique Content and Themes: South Indian media is known for its unique content and themes. The region's literature, folktales, history, and social issues often serve as the basis for storytelling in movies, TV shows, and web series. South Indian media often explores unconventional themes, societal issues, and narratives, which may not be as prominently addressed in mainstream media. This distinct content approach sets it apart from other media markets in India and makes it unique in terms of storytelling and creative expression. Social media influencers and digital media platforms have led to content diversification in the South Indian media industry. These influencers create content across various genres such as comedy, lifestyle, food, travel, and more, offering a diverse range of content options to the audience. This has expanded the content landscape of South Indian media, catering to the evolving preferences and interests of the audience, and contributing to the overall importance of the industry.

6. Innovation and Experimentation: The media industry in South India is known for its innovation and experimentation in content creation. South Indian movies, television shows, and web series often explore unconventional themes, narratives, and genres, which set them apart from mainstream media. This qualitative aspect of unique and diverse content creation adds value to the media industry in South India.

7. OTT: Over-the-Top (OTT) platforms such as Netflix, Amazon Prime Video, Hotstar and regional platforms like Sun NXT, ZEE5, and MX Player, have gained significant popularity in South India. These platforms offer a wide range of regional language content, including movies, web series, and TV shows, which are specifically targeted towards the South Indian audience. The convenience of streaming content on-demand, coupled with a wide variety of choices, has made OTT platforms a preferred choice for many South Indian consumers.

8. South Indian NRI Diaspora as Consumers: The South Indian NRI diaspora, spread across various countries, is a significant consumer base for South Indian media. These NRIs often have a strong emotional connection with their homeland and consume South Indian media as a means of staying connected to their roots. The South Indian media industry often caters to this NRI audience, creating content that resonates with their cultural sensibilities and nostalgic sentiments. This unique consumer base of South Indian NRI diaspora sets it apart from other regional media markets in India.

9. Brand Endorsements and Advertising: South Indian media industry is a fertile ground for brand endorsements and advertising. Popular actors, actresses, and other media personalities in the region have a significant influence on consumer behaviour and are often sought after by brands for endorsements. This makes the media industry in South India an attractive market for advertisers and marketers.

10. Cultural Significance: The media industry in South India reflects the rich cultural heritage of the region, with its unique traditions, customs, arts, and folklore. The media content in South India often resonates deeply with the local audience, creating a strong emotional connect. This cultural significance adds a qualitative aspect to the media industry, making it different from other markets.

This article is from the keynote address of Dr Annurag Batra at Dakshin 2023.