TV isn’t fading away, it’s transforming into multi-screen, hybrid ecosystem: Harit Nagpal

The rise of digital platforms, on-demand content, and short-form video has led many to predict the demise of traditional TV. But as Harit Nagpal, Managing Director and CEO of Tata Play, pointed out during his session at the Pitch Madison Advertising Report (PMAR) 2025 launch, television isn’t fading away. Instead, it’s transforming into a multi-screen, hybrid ecosystem where live broadcasts, streaming, and personalized content co-exist.

Nagpal began by dispelling the notion that television was losing relevance. While traditional linear TV viewership has plateaued, the total time spent on video content has grown exponentially, fueled by Connected TV (CTV), OTT platforms, and mobile consumption. The definition of “TV” is no longer restricted to the living room screen —it has expanded to include streaming devices, smart TVs, and even mobile screens. The key takeaway? TV is no longer just a device; it’s an experience.

This shift is evident in changing consumer habits. Live TV still holds its ground, but mainly for sports and news, while scripted content is now largely consumed on demand. The binge-watching culture dominates, with streaming platforms dictating what audiences watch and when. Short-form content has also entered the equation, with platforms like YouTube and Instagram Reels capturing the younger demographic. Yet, despite these transformations, scheduled programming remains significant for older audiences and families, proving that the TV screen has simply adapted to serve diverse viewing preferences.

Nagpal detailed Tata Play’s strategy in this evolving landscape. As India’s leading DTH and content aggregator, Tata Play has embraced digital convergence, positioning itself at the forefront of this transformation. The company’s Tata Play Binge platform has seen a 40% year-on-year growth, offering content from 30+ OTT platforms under a single subscription.

Additionally, smart set-top boxes have been designed to support both satellite TV and streaming, ensuring a seamless transition between traditional and digital viewing. AI-driven content discovery is also playing a crucial role in helping users navigate the overwhelming number of content choices available today.

Beyond content consumption, advertising models are also undergoing a transformation. With the rise of subscription fatigue, ad-supported video on demand (AVOD) is emerging as the dominant model. Even premium platforms like Netflix, Prime Video, and Disney+ Hotstar have introduced ad-based tiers to attract a wider audience. Nagpal pointed out that addressable advertising on Connected TV is a game-changer, allowing brands to deliver targeted ads similar to digital platforms. This is reshaping how advertisers allocate their budgets, with CTV ad revenues growing at an unprecedented pace.

Citing key industry data, Nagpal highlighted some major trends that define the TV and digital video landscape in India. CTV adoption has grown 2.5 times in the last two years, driven by urban audiences upgrading to smart TVs. Digital video advertising spend is expected to surpass ?20,000 crore in 2025, making it the fastest-growing segment in the industry.

Meanwhile, regional content is dominating the viewership pie, with 60% of streaming consumption coming from non-English, non-Hindi languages. As advertisers adapt to this shift, industry forecasts indicate that ad-supported streaming models will account for 65% of total OTT revenues by 2026.

Nagpal concluded the session by outlining four major trends shaping the future of television. First, interactivity and personalization will drive engagement, with AI-driven recommendations becoming central to the viewing experience. Second, hybrid consumption models will dominate, as subscription and ad-supported content find a balanced coexistence. Third, regional and hyperlocal content will fuel industry growth, given the increasing demand for vernacular programming. And finally, seamless device integration will ensure that TV is no longer confined to a single screen but an interconnected experience spanning mobile, tablets, and smart TVs.

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