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A media and entertainment sector perspective
home.kpmg/in
April 2020
https://home.kpmg/in/covid-19
COVID-19:The
manyshades
ofacrisis
ForewordThe COVID-19 pandemic began at a time
of increasing global economic vulnerability.
There were already genuine concerns of
falling consumption levels and investment
alongside rising unemployment. Brexit and
the U.S-China trade war hadn’t helped and
there was a palpable sense of uncertainty.
Most indicators now suggest that some of the
largest economies stand on the precipice of
the greatest real recession in nearly 100 years.
As far-fetched as it seems right now though,
there will be a recovery and people are already
asking: how different will the post-COVID-19
era be from the one we knew earlier? The
most tangible effect we see is on technology
adoption and general versatility with digital
commerce and content. We anticipate a
considerable acceleration on both fronts for
individuals and businesses, which should
hopefully do as much for financial inclusion
and e-governance, as for streaming services.
There has been a perceptible increase in
media consumption – TV, digital and gaming
especially – during the last few weeks
as people have remained homebound.
Monetisation of this trend could prove
challenging however, as the media and
entertainment sector in India derives a majority
of its revenues from the advertising spend
of other industries. The recessionary impact
on FMCG, financial services, automotive and
e-commerce, therefore could have a knock-
on effect. On the other hand, subscription
revenues for the sector could improve over
the medium term, as people are exposed and
get accustomed to a greater variety of content
during this lockdown period. This is predicated
on new content being available quickly once
the restrictions are lifted, which as per our
analysis should correct with a lag of one to
four weeks.
The segments most affected by the
lockdown have been those that rely on
a social gathering of people – films and
events – and the recovery here might take
longer than anticipated. Certain sections
of consumers – particularly those residing
in COVID-19 hotspots for example – are
likely to remain apprehensive of crowds
and display a preference for at-home media
and entertainment options over outdoor
experiences.
More generally, there could be a shifting of
priorities as we progress to a new normal; the
balance between work and family, wealth and
well-being might be re-evaluated with leisure
– of which media and entertainment is a large
part – playing a greater role in our lives.
Satya Easwaran
Partner and Leader
Markets Enablement Leader,
Technology, Media and Telecom (TMT)
KPMG in India
Girish Menon
Partner and Leader
Media and Entertainment
KPMG in India
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
01 | COVID-19: The many shades of a crisis
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
COVID-19: The many shades of a crisis | 02
COVID-19:Amacro-economiccontext
The COVID-19 pandemic is unique in that it is has not
only led to considerable loss of human life, but also
widespread economic hardship through concurrent
supply (input constraints), demand (spending patterns,
consumer confidence) and market (financial conditions
impacting wealth) shocks1
.
India’s real GDP growth had already decelerated to its
lowest in over six years at 4.7 per cent in Q3FY202
.
The COVID-19 pandemic, resultant lockdown and
social distancing measures can only be expected to
worsen prospects across manufacturing, services and
agriculture. Along with lower consumption levels and
higher unemployment, the Indian economy is likely to
face a particularly challenging time in the months ahead.
While recovery timelines are uncertain, KPMG in India has studied three possible scenarios and outlined the
impact on India’s GDP under each3
:
Quick retraction
Spread of COVID-19 largely
contained by April/May. India’s
growth for FY21 in the range of
5.3-5.7 per cent
1.	 Potential impact of COVD-19 on
the Indian economy, KPMG in
India, April 2020
2.	 Quarterly estimates of gross
domestic product for the third
quarter (Q3) of 2019-20, Ministry
of Statistics and Programme
Implementation (MoSPI)
accessed on 06 April 2020
3.	 Potential impact of COVD-19 on
the Indian economy, KPMG in
India, April 2020
Global recession with
a containment of spread
in India
GDP growth in India could be
in the range of 4-4.5 per cent
for FY21
Virus proliferates in India
accompanied by a global
recession
GDP growth in India could fall
below 3 per cent for FY21
I II III
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
Themanyshadesofacrisis:anM&Esectorperspective
The media and entertainment (M&E) sector in India
was estimated at INR1,631 billion in FY19 and grew at
a compounded annual growth rate of 11.5 per cent over
five-year period FY15-FY194
. This was against an overall
rate of growth in the country’s GDP at 7.2 per cent
during the same time5
.
Typically, media consumption has tended to be
income inelastic. However, the current environment
is unprecedented and could result in a dip in media
consumption in the near term and importantly, a
realignment in consumption models. During the
lockdown however, certain segments of M&E are
seeing consumption growth, particularly in TV,
gaming, digital and OTT6
. On the other hand, outdoor
consumption models – films, events, theme parks etc.
– are witnessing a dramatic fall with social distancing
norms in place. Further, most segments (except news
related businesses) are unable to offer new content
with production stalling across formats. Many segments
of M&E also depend on contract employees/ freelance
agents and hence the impact of the crisis on livelihoods
in this sector is also considerable.
Monetisation in the M&E sector is predominantly reliant
on advertising, which has seen a major contraction.
Overall ad-spend is determined by the performance
of sectors such as FMCG, e-commerce, automotive,
financial services, real estate etc., all of which currently
face their own challenges and could therefore take time
to recover.
03 | COVID-19: The many shades of a crisis
There is still uncertainty on when we can expect some normalcy to return to our lives. The resultant
impact on GDP growth from three such scenarios has been outlined earlier. For the sake of analysis, we
assume that normalcy will return at a point in time in the future (T), post which there will be renewed
activity on content supply, consumption and monetisation. There is however expected to be a lag in the
response of these levers in each segment, which we have measured in weeks (e.g. T + 3 would be three
weeks post recovery).
4.	 India’s digital future: Mass of niches,
KPMG in India 2019
5.	 World Development Indicators
6.	 KPMG in India analysis 2020, based
on primary and secondary research
7.	 India’s digital future: mass of niches,
KPMG in India, 2019
Impact on
segments
Films
TV
Animation
Radio
Print
Online
gaming
OTT
Events
High
Medium
Low
TV: Glued to the telly but where’s the money? Industry revenues FY19: INR714 billion7
•	 Overall TV viewing has increased
but absence of fresh content.
•	 	News channels are popular
as viewers follow COVID-19
updates in real time
•	 	Monetisation has dropped
substantially with advertisers
scaling back on spends
•	 Sports could emerge as the big
draw when recovery begins,
especially if IPL dates are
announced
Content
Monetisation
Consumption
T 1 week
Overall impact Slow ad-spend recovery over the medium term. Long term risks due to digital competition.
2 weeks
T+ 2-4 weeks
T+ 4-12 weeks
T
4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
COVID-19: The many shades of a crisis | 04
Print: New lease of life Industry revenues FY19: INR333 billion
•	 Monetisation a serious challenge
as advertisers scale back
expenditures
•	 Higher credibility in the face of
proliferation of fake news on
social media
•	 Circulation pick up in near term
once restrictions are lifted
also resulting in improved ad
monetisation
•	 Digital presence now more
critical and could translate
into greater monetisation
opportunities
Content
Monetisation
Consumption
T 1 week
Overall impact
Segment needs to leverage positive consumer sentiment and build strong digital products
to capture the opportunity.
2 weeks
T+ 4-12 weeks
T
T
4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
05 | COVID-19: The many shades of a crisis
OTT: Silver lining Industry revenues FY19: INR173 billion
•	 Secular rise in OTT consumption
in duration, and across
demographics and devices
•	 Content pipeline has dried up.
OTT players with a large, legacy
library have an advantage
•	 Ad-spends currently down but
greater digital allocations by
brands likely post recovery
•	 OTT players offering extended
free periods to drive subscription
pick up through habit formation
Content
Monetisation
Consumption
T 1 week
Overall impact
Habit formation could result in a new normal and accelerated growth in consumption and
monetisation.
2 weeks
T+ 4-8 weeks
T + 2-4 weeks
T
4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks
Films: Disaster at the box office Industry revenues FY19: INR183 billion
•	 Footfalls and therefore revenues
have dried up with cinema hall
closures
•	 Rental cost savings anticipated
due to invoking of force majeure
clause
•	 Recovery process may be
different across demographics
based on specific COVID-19
experiences and perceived risk
from social gathering
•	 Medium term release pipelines
may be impacted due to
crowding of projects and restart
of on-hold projects
Content
Monetisation
Consumption
T 1 week
Overall impact
Footfalls could take a while to return to normalcy. Risk of narrowing of theatrical windows.
Expansion delays likely.
2 weeks
T+ 2-12 weeks
T+ 2-12 weeks*
T + 2 weeks
4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks
*Recovery range determined by socio-economic class of audience and severity of experience with COVID-19
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
COVID-19: The many shades of a crisis | 06
Animation: Back to the drawing board Industry revenues FY19: INR88 billion
•	 Lockdown has affected content
creation as remote working
poses infrastructural challenges
•	 Animation and VFX work more
long-term so demand could hold
up despite crisis
•	 TV and digital projects could
increase while film projects have
taken a bigger hit
•	 Segment has high fixed and
capital costs so cash flows likely
to be an issue
Content
Monetisation
Consumption
T 1 week
Overall impact
VFX and post-production on films likely to be hit. Animation for TV and digital could
recover faster.
2 weeks
T+ 8-12 weeks
T + 8 weeks
T + 4-8 weeks
4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks
Online gaming: A dream run Industry revenues FY19: INR62 billion
•	 Noticeable increase in time
spent since mid-March
•	 Monetisation gap due to
lowering of ad-spends
•	 Paid models could see growth
as online gaming gets more
entrenched into overall time
spent on M&E
•	 Fantasy sports and e-Sports
may be adversely impacted with
a stalling of sporting activity,
as well as potential aversion
to social gatherings in certain
demographics
Content
Monetisation
Consumption
T 1 week
Overall impact
Accelerated growth in consumption and monetisation as isolation allows for habit-forming
behaviour.
2 weeks
T+ 4-8 weeks
T + 4 weeks
T
4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
07 | COVID-19: The many shades of a crisis
Radio: Tuning in Industry revenues FY19: INR28 billion
•	 Radio jockeys operating from
home so content continues to be
refreshed
•	 Local and topical content
popular as people look to follow
COVID-19 news relevant to their
specific area
•	 Overall decline in advertising
revenues, though some branding
has been converted into CSR
•	 Drop in transit audience listeners
as people are working from
home
Content
Monetisation
Consumption
T 1 week
Overall impact
Demand for timely, localised content should remain strong even after recovery.
Ad-spends could take time to recover however.
2 weeks
T+ 4-12 weeks
T
T
4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks
Events: Lights out Industry revenues FY19: NA
•	 Multiple events cancelled
including IPL, IIFA2020, India
Gaming Expo, FDCI Fashion
week etc.
•	 Industry’s losses estimated
at around INR 30 billion by
the Event and Entertainment
Management Association
(EEMA)8
•	 Earlier recovery more likely
in B2B events before B2C as
people continue to remain wary
of crowded places
•	 Given dominance of small
players, the segment could
come under severe cash flow
pressures
Content
Monetisation
Consumption
T 1 week
Overall impact
Live events could see a delayed recovery as social distancing behaviour takes a while to
dissipate. Government support essential.
2 weeks
T + 8 weeks
T + 12–16 weeks
T + 12–16 weeks
4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks
8.	 “Live events industry sustains near Rs. 3,000 crore losses”, Economic Times online, accessed 06 March 2020
COVID-19: The many shades of a crisis | 08
Awholenewworld?
Insights into the crisis and its aftermath
And for the media and entertainment sector…
Significant and lingering adverse
economic fallout
Ad-spend pressures to linger on
the back of weak economy and
lower domestic consumption
At-home entertainment
options (digital, TV,
gaming) to see an
upswing as ‘lockdown
behaviour’ results in habit
formation
Longer time lag to return to
normalcy for weaker economic
sections of the populations
Outdoor entertainment (films, events, theme
parks) particularly in COVID-19 hotspots to see
lingering risk aversion even in the medium term.
‘Pent-up’ demand behaviour among some sections
of population may provide some respite
Digital consumption to see rapid
incremental growth with India’s
‘digital billion’ trajectory likely to
accelerate materially
Delayed expansion plans
though digital businesses
aggressively target
market opportunity
COVID-19 impacted locations and demographics
to present further differences
India vs Bharat behaviours to deviate further
Short term and risk averse organisational
behaviour in the near term
•	 The global economy is likely to see a sharp
decline, possibly sliding into recession
•	 The impact on India’s economic growth will be
a result of both global trends and the extent of
proliferation of the virus. GDP growth could be
closer to 5.3-5.7 per cent in more favourable
circumstances or fall to below 3 per cent should
we face major challenges in our recovery
•	 Locations and demographics that have witnessed
a higher concertation of COVID-19 cases are
likely to be risk averse in the near to medium
term with regard to spends and social gatherings
•	 Extended lockdowns and supply chain disruptions
could affect the ‘Bharat’ population to a greater
extent given the large informal economy and
unorganised employment. Government support
is critical to revive domestic consumption among
this group
•	 Organisations are more likely to focus on the
‘here and now’ and cash conservation, rather
than look for aggressive spends to catalyse
growth
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The above themes will play out across the M&E value chain as follows:
Innovations in content pipeline
•	 Limited content banks have severely constrained
broadcasters and platforms. Current supply chains
have limited remote collaboration options, longer lead
times and a lack of technology integration
•	 A focus on building a stronger content bank may
result in working capital being locked up across the
value chain, leading to higher cash flow requirements
•	 Focus on technology integration, process efficiencies
and reduction of lead times
•	 Aspects such as remote collaboration for creative
ideation and scripting could last well beyond
COVID-19 and alter the way the industry creates
content forever.
Cloud solutions and remote working
•	 With greater harnessing of cloud and remote working
solutions, companies may look at efficiencies in the
way they conduct business, even across revenue
generating functions such as sales
Innovations in delivery models
•	 With outdoor entertainment and recreation facing
challenges in the near term, innovative outreach and
delivery models are likely to evolve. Virtual live events
and film exhibitors could be expected to leverage
technology to reach consumers directly
Greater emphasis on predictive analytics
•	 Companies could place an increasing amount of
reliance on Artificial Intelligence (AI)/ Machine
Learning (ML) to predict consumer behaviour in these
uncertain times
And finally… cash is king
•	 There is likely to be a near term focus on sustenance
at current levels by companies. We may see a drastic
fall in the capex/ investment cycle by companies,
which could constrain supply and the growth of the
M&E industry in the near term.
India vs. Bharat dichotomy could likely widen
•	 The larger cities may not see an adverse impact in
media consumption across most segments. The fall in
consumption in outdoor entertainment options could
likely be offset by increased at-home consumption of
television, digital and gaming segments
•	 However, the same trend may not play out in smaller
cities and rural areas. The lockdown and subsequent
halt in economic activity has seen a major reverse
migration of population, for whom the focus now is
on mere sustenance. Media spends for this socio-
economic class, especially around TV and films, could
see a considerable decline.
At-home consumption, particularly OTT and
gaming, to see continued accelerated growth
•	 Digital media consumption, particularly OTT, has seen
a surge during the lockdown period in terms of both
time spent and newer audiences. The resultant habit
formation is likely to result in a new higher normal
once the situation around COVID-19 comes under
control
•	 OTT consumption in India could start seeing a shift
from the mobile screen to the large TV screen owing
to the lockdown effect with broadband internet/FTTH
companies being indirect beneficiaries. This could
also hasten the process of cord cutting/ shaving in the
medium term
•	 Gaming as a segment could be one of the major
beneficiaries in the overall digital ecosystem,
especially around the younger demographic. Media
companies, including OTT platforms, could seriously
look at gaming as an extension to their ecosystem
offerings.
Outdoor media consumption
•	 M&E segments such as films, events and theme
parks are looking at a prolonged recovery cycle, owing
to risk aversion towards social gatherings, particularly
in COVID-19 affected cities and hotspots, which
unfortunately includes some of the major cities
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
09 | COVID-19: The many shades of a crisis
Supply chain Consumption
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
COVID-19: The many shades of a crisis | 10
•	 The releases of big budget films could be severely
impacted due to the same, and could lead to a sub-par
FY21 for the segment
•	 Pent up demand behaviour by certain sections of the
population may provide some respite
Delayed gratification
•	 While India’s media consumption remains upbeat
during the lockdown, indulgent expenses around
purchase of latest hardware, technology upgrades
etc. could be postponed for a while
n
Longer timelines for ad spend recovery
•	 An economy under stress and the adverse impact on
the key ad-spend sectors such as consumer, auto,
e-commerce etc is likely to impact monetization
significantly. As a result, though consumption may
rebound earlier, monetisation recovery may take
longer
Penetration of subscription based digital
models to accelerate
•	 Digital consumption has been one of the beneficiaries
of the lockdown, though advertising led monetization,
is not going to be immune to the overall cuts in
advertising
•	 However, digital subscription revenues could see an
upswing post COVID-19 as habit formation in terms of
OTT video consumption sets in.
•	 Currently, though subscription monetisation is low
since most platforms are offering free trials and sign
ups to attract new audiences, with potentially higher
paid conversions subsequently
Print gets a new lease of life
•	 One of the major bugbears of social media during
this crisis is the circulation of fake news through
social media. This is where newspapers, with their
credibility stand to gain in terms of circulation as
well as wider penetration of their respective digital
platforms
•	 It is critical for print businesses to leverage this
opportunity to evolve and build strong integrated
digital cum print solutions to retain consumer loyalty
Medium term downside risk for outdoor
entertainment segments
•	 Aversion to social gatherings in the medium term
(particularly in major COVID-19 hotspots) could result
in lower footfalls and ticket sales for films, events and
theme parks
•	 As a result, there is risk of narrowing of the theatrical
window for films, resulting in content reaching digital
platforms quicker. This has implications on the overall
monetization of films, with digital rights playing a far
greater role when compared to theatrical revenues
M&E services build on domestic opportunities
•	 There is likely to be a greater emphasis on domestic
markets in the services space, particularly in the
animation and VFX segments, as global pipelines
come under severe pressure.
Monetisation
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
11 | COVID-19: The many shades of a crisis
Reacttocope,respondtothrive
The economic recovery can be expected to present its
fair share of complexities, as organisations respond to
pressures on multiple fronts. With a hard reset for a
number of businesses, all aspects of operations would
need urgent attention. Organisations might need to be
risk focused and innovate existing business models and
processes to survive and emerge stronger.
Technology takes centre stage
•	 Digitisation and building strong integrated digital
models will become essential rather than optional in
the post-COVID era
•	 For digital companies, increased focus is required
on strengthening technology backbone, as digital
penetration is expected to become more widespread
once we regain normalcy
•	 Digital media consumption provides the opportunity
to build faster and more nuanced profiles of
users. The trend of using technology to enhance
customer engagement – recommendation engines,
personalisation, feedback loops, data analytics – will
only accelerate and deepen
•	 Apprehensions around individual privacy online could
become stronger and companies can expect to face
a backlash should they not have credible measures in
place for data protection
Building supply chain resilience
•	 Emphasis on deepening content pipeline, building
content banks and reducing lead times
•	 By leveraging technology and its associated tools
– telecommuting, cloud, AI/ ML – M&E companies
should invest in improving content output efficiencies
•	 Enable recommendation engines to showcase
less explored parts of content library, gamification
of content etc. when production is hampered in
exigencies
Cash regains supremacy
•	 Trend of risk aversion not just for consumers but also
for organisations as liquidity allows for a great degree
of comfort and confidence during stressful times
•	 Media spend by companies across sectors might
be subject to a higher level of scrutiny and therefore
M&E companies might need to offer more accurate
return on investment calculations in traditional media
and greater programmatic advertising options on
digital platforms
•	 M&E companies might be more inclined to review the
cost of acquisition (CAC) of new users, resulting in
some downward pressure
•	 Capex and expansion plans would need to be
reassessed to balance cash requirements, growth
ambitions and consumption dynamics
Lowering operating leverage
•	 Emphasis on flexibility as companies look to move to
a variable cost model and reduce fixed costs. As this
crisis has shown, the ability to remain agile during
downturns is a valuable asset
•	 Most content producers are paid ahead to allow them
to manage their own working capital but such upfront
contractual payments could be re-negotiated to avoid
locking up cash
Investing in business continuity planning
•	 Build a culture of agility through the organisation
•	 Upskill employees to meet the challenges of working
in a transformed environment
Innovations in customer offerings and outreach
•	 Outdoor offerings and outreach in particular, would
need to innovate to rebuild customer confidence
•	 Build innovative experiences in ‘out of home’ to
combat increased competition and mindshare from
‘in-home’ entertainment options.
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
COVID-19: The many shades of a crisis | 12
In order to assist with the transition back to normalcy, KPMG in India has developed a framework to help
companies work through the competing organisational priorities:
II. Medium term objective will be value creation
Agree and
implement the
recovery plan
Incorporate learnings from the
crisis to streamline processes
and potentially provide better
insulation from such shocks
Devise tactical working
capital projections in
acknowledgement of the
changed environment
Invest in upskilling
teams to adapt to the
new normal
I. Immediate focus for companies will be on value preservation and protection
Protection of the workforce: Focus first on
the physical and mental well-being of the
workforce with a gradual reintegration process.
Time for leadership to deliver clear messages
on organisational priorities and provide a fair
assessment of the impact of the crisis on their
business to employees
Stakeholder communication
includes not just employees
but also external parties
including vendors, partners
and customers
Identify short-term cash
flow challenges and enable
cost levers for savings
opportunities
III. Long-term vision will be value realisation
Identify strategically aligned
inorganic growth opportunities
Carve-out of non-core businesses
to unlock value
Develop deep and credible
succession plans
Conclusion
While traditional media could face some
challenges in the near to medium term, digital
media businesses have fared relatively better,
albeit only on the consumption side. There
is likely to be a long-term – upward – shift in
the integration of digital technologies into our
everyday lives, and media and entertainment
will be an immediate beneficiary. This is likely
to be true across socio-economic groups – i.e.
for both India and Bharat.
The differences could arise however with
a more granular observation of individual
behaviour, as we expect urban areas affected
by COVID-19 to potentially show greater
affinity for at-home entertainment, subscription
content, cord-shaving and streaming to larger
screens in the near to medium term. On the
other hand, livelihoods of a large segment of
Bharat have been severely affected by this
pandemic, potentially making entertainment
spends into an aspiration. Inequity and
imbalance in consumption could even be
exacerbated in our post-crisis reality.
So, while we hope for a quick recovery and
look forward to putting the pieces of our lives
back together over the next few months,
much would have changed in our world.
Entertainment across all its forms could
provide some much-needed succour.
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
13 | COVID-19: The many shades of a crisis
Acknowledgements
Maulik Shah
Neha Pevekar
Sangeetha Ramachander
Shivani Sanwal
Vibhor Gauba
Markets
Darshini Shah
Satyam Nagwekar
Nisha Fernandes
Viraj Nair
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
COVID-19: The many shades of a crisis | 14
home.kpmg/in
The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavor to provide accurate
and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on
such information without appropriate professional advice after a thorough examination of the particular situation.
© 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG
International”), a Swiss entity. All rights reserved.
The KPMG name and logo are registered trademarks or trademarks of KPMG International.
This document is meant for e-communication only. (002_THL0420_DS)
KPMGinIndiacontacts:
Follow us on:
home.kpmg/in/socialmedia
Satya Easwaran
Partner and Leader,
Markets Enablement
Leader,
Technology, Media and Telecom (TMT)
T: +91 022 3989 6000
E: seaswaran@kpmg.com
Girish Menon
Partner and Leader,
Media and Entertainment
T: +91 022 3989 6000
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Kpmg report covid 19-the many shades of a crisis (m&e perspective)

  • 1. A media and entertainment sector perspective home.kpmg/in April 2020 https://home.kpmg/in/covid-19 COVID-19:The manyshades ofacrisis
  • 2. ForewordThe COVID-19 pandemic began at a time of increasing global economic vulnerability. There were already genuine concerns of falling consumption levels and investment alongside rising unemployment. Brexit and the U.S-China trade war hadn’t helped and there was a palpable sense of uncertainty. Most indicators now suggest that some of the largest economies stand on the precipice of the greatest real recession in nearly 100 years. As far-fetched as it seems right now though, there will be a recovery and people are already asking: how different will the post-COVID-19 era be from the one we knew earlier? The most tangible effect we see is on technology adoption and general versatility with digital commerce and content. We anticipate a considerable acceleration on both fronts for individuals and businesses, which should hopefully do as much for financial inclusion and e-governance, as for streaming services. There has been a perceptible increase in media consumption – TV, digital and gaming especially – during the last few weeks as people have remained homebound. Monetisation of this trend could prove challenging however, as the media and entertainment sector in India derives a majority of its revenues from the advertising spend of other industries. The recessionary impact on FMCG, financial services, automotive and e-commerce, therefore could have a knock- on effect. On the other hand, subscription revenues for the sector could improve over the medium term, as people are exposed and get accustomed to a greater variety of content during this lockdown period. This is predicated on new content being available quickly once the restrictions are lifted, which as per our analysis should correct with a lag of one to four weeks. The segments most affected by the lockdown have been those that rely on a social gathering of people – films and events – and the recovery here might take longer than anticipated. Certain sections of consumers – particularly those residing in COVID-19 hotspots for example – are likely to remain apprehensive of crowds and display a preference for at-home media and entertainment options over outdoor experiences. More generally, there could be a shifting of priorities as we progress to a new normal; the balance between work and family, wealth and well-being might be re-evaluated with leisure – of which media and entertainment is a large part – playing a greater role in our lives. Satya Easwaran Partner and Leader Markets Enablement Leader, Technology, Media and Telecom (TMT) KPMG in India Girish Menon Partner and Leader Media and Entertainment KPMG in India © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 01 | COVID-19: The many shades of a crisis
  • 3. © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. COVID-19: The many shades of a crisis | 02 COVID-19:Amacro-economiccontext The COVID-19 pandemic is unique in that it is has not only led to considerable loss of human life, but also widespread economic hardship through concurrent supply (input constraints), demand (spending patterns, consumer confidence) and market (financial conditions impacting wealth) shocks1 . India’s real GDP growth had already decelerated to its lowest in over six years at 4.7 per cent in Q3FY202 . The COVID-19 pandemic, resultant lockdown and social distancing measures can only be expected to worsen prospects across manufacturing, services and agriculture. Along with lower consumption levels and higher unemployment, the Indian economy is likely to face a particularly challenging time in the months ahead. While recovery timelines are uncertain, KPMG in India has studied three possible scenarios and outlined the impact on India’s GDP under each3 : Quick retraction Spread of COVID-19 largely contained by April/May. India’s growth for FY21 in the range of 5.3-5.7 per cent 1. Potential impact of COVD-19 on the Indian economy, KPMG in India, April 2020 2. Quarterly estimates of gross domestic product for the third quarter (Q3) of 2019-20, Ministry of Statistics and Programme Implementation (MoSPI) accessed on 06 April 2020 3. Potential impact of COVD-19 on the Indian economy, KPMG in India, April 2020 Global recession with a containment of spread in India GDP growth in India could be in the range of 4-4.5 per cent for FY21 Virus proliferates in India accompanied by a global recession GDP growth in India could fall below 3 per cent for FY21 I II III
  • 4. © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Themanyshadesofacrisis:anM&Esectorperspective The media and entertainment (M&E) sector in India was estimated at INR1,631 billion in FY19 and grew at a compounded annual growth rate of 11.5 per cent over five-year period FY15-FY194 . This was against an overall rate of growth in the country’s GDP at 7.2 per cent during the same time5 . Typically, media consumption has tended to be income inelastic. However, the current environment is unprecedented and could result in a dip in media consumption in the near term and importantly, a realignment in consumption models. During the lockdown however, certain segments of M&E are seeing consumption growth, particularly in TV, gaming, digital and OTT6 . On the other hand, outdoor consumption models – films, events, theme parks etc. – are witnessing a dramatic fall with social distancing norms in place. Further, most segments (except news related businesses) are unable to offer new content with production stalling across formats. Many segments of M&E also depend on contract employees/ freelance agents and hence the impact of the crisis on livelihoods in this sector is also considerable. Monetisation in the M&E sector is predominantly reliant on advertising, which has seen a major contraction. Overall ad-spend is determined by the performance of sectors such as FMCG, e-commerce, automotive, financial services, real estate etc., all of which currently face their own challenges and could therefore take time to recover. 03 | COVID-19: The many shades of a crisis There is still uncertainty on when we can expect some normalcy to return to our lives. The resultant impact on GDP growth from three such scenarios has been outlined earlier. For the sake of analysis, we assume that normalcy will return at a point in time in the future (T), post which there will be renewed activity on content supply, consumption and monetisation. There is however expected to be a lag in the response of these levers in each segment, which we have measured in weeks (e.g. T + 3 would be three weeks post recovery). 4. India’s digital future: Mass of niches, KPMG in India 2019 5. World Development Indicators 6. KPMG in India analysis 2020, based on primary and secondary research 7. India’s digital future: mass of niches, KPMG in India, 2019 Impact on segments Films TV Animation Radio Print Online gaming OTT Events High Medium Low
  • 5. TV: Glued to the telly but where’s the money? Industry revenues FY19: INR714 billion7 • Overall TV viewing has increased but absence of fresh content. • News channels are popular as viewers follow COVID-19 updates in real time • Monetisation has dropped substantially with advertisers scaling back on spends • Sports could emerge as the big draw when recovery begins, especially if IPL dates are announced Content Monetisation Consumption T 1 week Overall impact Slow ad-spend recovery over the medium term. Long term risks due to digital competition. 2 weeks T+ 2-4 weeks T+ 4-12 weeks T 4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. COVID-19: The many shades of a crisis | 04 Print: New lease of life Industry revenues FY19: INR333 billion • Monetisation a serious challenge as advertisers scale back expenditures • Higher credibility in the face of proliferation of fake news on social media • Circulation pick up in near term once restrictions are lifted also resulting in improved ad monetisation • Digital presence now more critical and could translate into greater monetisation opportunities Content Monetisation Consumption T 1 week Overall impact Segment needs to leverage positive consumer sentiment and build strong digital products to capture the opportunity. 2 weeks T+ 4-12 weeks T T 4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks
  • 6. © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 05 | COVID-19: The many shades of a crisis OTT: Silver lining Industry revenues FY19: INR173 billion • Secular rise in OTT consumption in duration, and across demographics and devices • Content pipeline has dried up. OTT players with a large, legacy library have an advantage • Ad-spends currently down but greater digital allocations by brands likely post recovery • OTT players offering extended free periods to drive subscription pick up through habit formation Content Monetisation Consumption T 1 week Overall impact Habit formation could result in a new normal and accelerated growth in consumption and monetisation. 2 weeks T+ 4-8 weeks T + 2-4 weeks T 4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks Films: Disaster at the box office Industry revenues FY19: INR183 billion • Footfalls and therefore revenues have dried up with cinema hall closures • Rental cost savings anticipated due to invoking of force majeure clause • Recovery process may be different across demographics based on specific COVID-19 experiences and perceived risk from social gathering • Medium term release pipelines may be impacted due to crowding of projects and restart of on-hold projects Content Monetisation Consumption T 1 week Overall impact Footfalls could take a while to return to normalcy. Risk of narrowing of theatrical windows. Expansion delays likely. 2 weeks T+ 2-12 weeks T+ 2-12 weeks* T + 2 weeks 4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks *Recovery range determined by socio-economic class of audience and severity of experience with COVID-19
  • 7. © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. COVID-19: The many shades of a crisis | 06 Animation: Back to the drawing board Industry revenues FY19: INR88 billion • Lockdown has affected content creation as remote working poses infrastructural challenges • Animation and VFX work more long-term so demand could hold up despite crisis • TV and digital projects could increase while film projects have taken a bigger hit • Segment has high fixed and capital costs so cash flows likely to be an issue Content Monetisation Consumption T 1 week Overall impact VFX and post-production on films likely to be hit. Animation for TV and digital could recover faster. 2 weeks T+ 8-12 weeks T + 8 weeks T + 4-8 weeks 4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks Online gaming: A dream run Industry revenues FY19: INR62 billion • Noticeable increase in time spent since mid-March • Monetisation gap due to lowering of ad-spends • Paid models could see growth as online gaming gets more entrenched into overall time spent on M&E • Fantasy sports and e-Sports may be adversely impacted with a stalling of sporting activity, as well as potential aversion to social gatherings in certain demographics Content Monetisation Consumption T 1 week Overall impact Accelerated growth in consumption and monetisation as isolation allows for habit-forming behaviour. 2 weeks T+ 4-8 weeks T + 4 weeks T 4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks
  • 8. © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 07 | COVID-19: The many shades of a crisis Radio: Tuning in Industry revenues FY19: INR28 billion • Radio jockeys operating from home so content continues to be refreshed • Local and topical content popular as people look to follow COVID-19 news relevant to their specific area • Overall decline in advertising revenues, though some branding has been converted into CSR • Drop in transit audience listeners as people are working from home Content Monetisation Consumption T 1 week Overall impact Demand for timely, localised content should remain strong even after recovery. Ad-spends could take time to recover however. 2 weeks T+ 4-12 weeks T T 4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks Events: Lights out Industry revenues FY19: NA • Multiple events cancelled including IPL, IIFA2020, India Gaming Expo, FDCI Fashion week etc. • Industry’s losses estimated at around INR 30 billion by the Event and Entertainment Management Association (EEMA)8 • Earlier recovery more likely in B2B events before B2C as people continue to remain wary of crowded places • Given dominance of small players, the segment could come under severe cash flow pressures Content Monetisation Consumption T 1 week Overall impact Live events could see a delayed recovery as social distancing behaviour takes a while to dissipate. Government support essential. 2 weeks T + 8 weeks T + 12–16 weeks T + 12–16 weeks 4 weeks 6 weeks 8 weeks 10 weeks 12 week 14 weeks 16 weeks 8. “Live events industry sustains near Rs. 3,000 crore losses”, Economic Times online, accessed 06 March 2020
  • 9. COVID-19: The many shades of a crisis | 08 Awholenewworld? Insights into the crisis and its aftermath And for the media and entertainment sector… Significant and lingering adverse economic fallout Ad-spend pressures to linger on the back of weak economy and lower domestic consumption At-home entertainment options (digital, TV, gaming) to see an upswing as ‘lockdown behaviour’ results in habit formation Longer time lag to return to normalcy for weaker economic sections of the populations Outdoor entertainment (films, events, theme parks) particularly in COVID-19 hotspots to see lingering risk aversion even in the medium term. ‘Pent-up’ demand behaviour among some sections of population may provide some respite Digital consumption to see rapid incremental growth with India’s ‘digital billion’ trajectory likely to accelerate materially Delayed expansion plans though digital businesses aggressively target market opportunity COVID-19 impacted locations and demographics to present further differences India vs Bharat behaviours to deviate further Short term and risk averse organisational behaviour in the near term • The global economy is likely to see a sharp decline, possibly sliding into recession • The impact on India’s economic growth will be a result of both global trends and the extent of proliferation of the virus. GDP growth could be closer to 5.3-5.7 per cent in more favourable circumstances or fall to below 3 per cent should we face major challenges in our recovery • Locations and demographics that have witnessed a higher concertation of COVID-19 cases are likely to be risk averse in the near to medium term with regard to spends and social gatherings • Extended lockdowns and supply chain disruptions could affect the ‘Bharat’ population to a greater extent given the large informal economy and unorganised employment. Government support is critical to revive domestic consumption among this group • Organisations are more likely to focus on the ‘here and now’ and cash conservation, rather than look for aggressive spends to catalyse growth © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
  • 10. The above themes will play out across the M&E value chain as follows: Innovations in content pipeline • Limited content banks have severely constrained broadcasters and platforms. Current supply chains have limited remote collaboration options, longer lead times and a lack of technology integration • A focus on building a stronger content bank may result in working capital being locked up across the value chain, leading to higher cash flow requirements • Focus on technology integration, process efficiencies and reduction of lead times • Aspects such as remote collaboration for creative ideation and scripting could last well beyond COVID-19 and alter the way the industry creates content forever. Cloud solutions and remote working • With greater harnessing of cloud and remote working solutions, companies may look at efficiencies in the way they conduct business, even across revenue generating functions such as sales Innovations in delivery models • With outdoor entertainment and recreation facing challenges in the near term, innovative outreach and delivery models are likely to evolve. Virtual live events and film exhibitors could be expected to leverage technology to reach consumers directly Greater emphasis on predictive analytics • Companies could place an increasing amount of reliance on Artificial Intelligence (AI)/ Machine Learning (ML) to predict consumer behaviour in these uncertain times And finally… cash is king • There is likely to be a near term focus on sustenance at current levels by companies. We may see a drastic fall in the capex/ investment cycle by companies, which could constrain supply and the growth of the M&E industry in the near term. India vs. Bharat dichotomy could likely widen • The larger cities may not see an adverse impact in media consumption across most segments. The fall in consumption in outdoor entertainment options could likely be offset by increased at-home consumption of television, digital and gaming segments • However, the same trend may not play out in smaller cities and rural areas. The lockdown and subsequent halt in economic activity has seen a major reverse migration of population, for whom the focus now is on mere sustenance. Media spends for this socio- economic class, especially around TV and films, could see a considerable decline. At-home consumption, particularly OTT and gaming, to see continued accelerated growth • Digital media consumption, particularly OTT, has seen a surge during the lockdown period in terms of both time spent and newer audiences. The resultant habit formation is likely to result in a new higher normal once the situation around COVID-19 comes under control • OTT consumption in India could start seeing a shift from the mobile screen to the large TV screen owing to the lockdown effect with broadband internet/FTTH companies being indirect beneficiaries. This could also hasten the process of cord cutting/ shaving in the medium term • Gaming as a segment could be one of the major beneficiaries in the overall digital ecosystem, especially around the younger demographic. Media companies, including OTT platforms, could seriously look at gaming as an extension to their ecosystem offerings. Outdoor media consumption • M&E segments such as films, events and theme parks are looking at a prolonged recovery cycle, owing to risk aversion towards social gatherings, particularly in COVID-19 affected cities and hotspots, which unfortunately includes some of the major cities © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 09 | COVID-19: The many shades of a crisis Supply chain Consumption
  • 11. © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. COVID-19: The many shades of a crisis | 10 • The releases of big budget films could be severely impacted due to the same, and could lead to a sub-par FY21 for the segment • Pent up demand behaviour by certain sections of the population may provide some respite Delayed gratification • While India’s media consumption remains upbeat during the lockdown, indulgent expenses around purchase of latest hardware, technology upgrades etc. could be postponed for a while n Longer timelines for ad spend recovery • An economy under stress and the adverse impact on the key ad-spend sectors such as consumer, auto, e-commerce etc is likely to impact monetization significantly. As a result, though consumption may rebound earlier, monetisation recovery may take longer Penetration of subscription based digital models to accelerate • Digital consumption has been one of the beneficiaries of the lockdown, though advertising led monetization, is not going to be immune to the overall cuts in advertising • However, digital subscription revenues could see an upswing post COVID-19 as habit formation in terms of OTT video consumption sets in. • Currently, though subscription monetisation is low since most platforms are offering free trials and sign ups to attract new audiences, with potentially higher paid conversions subsequently Print gets a new lease of life • One of the major bugbears of social media during this crisis is the circulation of fake news through social media. This is where newspapers, with their credibility stand to gain in terms of circulation as well as wider penetration of their respective digital platforms • It is critical for print businesses to leverage this opportunity to evolve and build strong integrated digital cum print solutions to retain consumer loyalty Medium term downside risk for outdoor entertainment segments • Aversion to social gatherings in the medium term (particularly in major COVID-19 hotspots) could result in lower footfalls and ticket sales for films, events and theme parks • As a result, there is risk of narrowing of the theatrical window for films, resulting in content reaching digital platforms quicker. This has implications on the overall monetization of films, with digital rights playing a far greater role when compared to theatrical revenues M&E services build on domestic opportunities • There is likely to be a greater emphasis on domestic markets in the services space, particularly in the animation and VFX segments, as global pipelines come under severe pressure. Monetisation
  • 12. © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 11 | COVID-19: The many shades of a crisis Reacttocope,respondtothrive The economic recovery can be expected to present its fair share of complexities, as organisations respond to pressures on multiple fronts. With a hard reset for a number of businesses, all aspects of operations would need urgent attention. Organisations might need to be risk focused and innovate existing business models and processes to survive and emerge stronger. Technology takes centre stage • Digitisation and building strong integrated digital models will become essential rather than optional in the post-COVID era • For digital companies, increased focus is required on strengthening technology backbone, as digital penetration is expected to become more widespread once we regain normalcy • Digital media consumption provides the opportunity to build faster and more nuanced profiles of users. The trend of using technology to enhance customer engagement – recommendation engines, personalisation, feedback loops, data analytics – will only accelerate and deepen • Apprehensions around individual privacy online could become stronger and companies can expect to face a backlash should they not have credible measures in place for data protection Building supply chain resilience • Emphasis on deepening content pipeline, building content banks and reducing lead times • By leveraging technology and its associated tools – telecommuting, cloud, AI/ ML – M&E companies should invest in improving content output efficiencies • Enable recommendation engines to showcase less explored parts of content library, gamification of content etc. when production is hampered in exigencies Cash regains supremacy • Trend of risk aversion not just for consumers but also for organisations as liquidity allows for a great degree of comfort and confidence during stressful times • Media spend by companies across sectors might be subject to a higher level of scrutiny and therefore M&E companies might need to offer more accurate return on investment calculations in traditional media and greater programmatic advertising options on digital platforms • M&E companies might be more inclined to review the cost of acquisition (CAC) of new users, resulting in some downward pressure • Capex and expansion plans would need to be reassessed to balance cash requirements, growth ambitions and consumption dynamics Lowering operating leverage • Emphasis on flexibility as companies look to move to a variable cost model and reduce fixed costs. As this crisis has shown, the ability to remain agile during downturns is a valuable asset • Most content producers are paid ahead to allow them to manage their own working capital but such upfront contractual payments could be re-negotiated to avoid locking up cash Investing in business continuity planning • Build a culture of agility through the organisation • Upskill employees to meet the challenges of working in a transformed environment Innovations in customer offerings and outreach • Outdoor offerings and outreach in particular, would need to innovate to rebuild customer confidence • Build innovative experiences in ‘out of home’ to combat increased competition and mindshare from ‘in-home’ entertainment options.
  • 13. © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. COVID-19: The many shades of a crisis | 12 In order to assist with the transition back to normalcy, KPMG in India has developed a framework to help companies work through the competing organisational priorities: II. Medium term objective will be value creation Agree and implement the recovery plan Incorporate learnings from the crisis to streamline processes and potentially provide better insulation from such shocks Devise tactical working capital projections in acknowledgement of the changed environment Invest in upskilling teams to adapt to the new normal I. Immediate focus for companies will be on value preservation and protection Protection of the workforce: Focus first on the physical and mental well-being of the workforce with a gradual reintegration process. Time for leadership to deliver clear messages on organisational priorities and provide a fair assessment of the impact of the crisis on their business to employees Stakeholder communication includes not just employees but also external parties including vendors, partners and customers Identify short-term cash flow challenges and enable cost levers for savings opportunities III. Long-term vision will be value realisation Identify strategically aligned inorganic growth opportunities Carve-out of non-core businesses to unlock value Develop deep and credible succession plans
  • 14. Conclusion While traditional media could face some challenges in the near to medium term, digital media businesses have fared relatively better, albeit only on the consumption side. There is likely to be a long-term – upward – shift in the integration of digital technologies into our everyday lives, and media and entertainment will be an immediate beneficiary. This is likely to be true across socio-economic groups – i.e. for both India and Bharat. The differences could arise however with a more granular observation of individual behaviour, as we expect urban areas affected by COVID-19 to potentially show greater affinity for at-home entertainment, subscription content, cord-shaving and streaming to larger screens in the near to medium term. On the other hand, livelihoods of a large segment of Bharat have been severely affected by this pandemic, potentially making entertainment spends into an aspiration. Inequity and imbalance in consumption could even be exacerbated in our post-crisis reality. So, while we hope for a quick recovery and look forward to putting the pieces of our lives back together over the next few months, much would have changed in our world. Entertainment across all its forms could provide some much-needed succour. © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 13 | COVID-19: The many shades of a crisis
  • 15. Acknowledgements Maulik Shah Neha Pevekar Sangeetha Ramachander Shivani Sanwal Vibhor Gauba Markets Darshini Shah Satyam Nagwekar Nisha Fernandes Viraj Nair © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. COVID-19: The many shades of a crisis | 14
  • 16. home.kpmg/in The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavor to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation. © 2020 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name and logo are registered trademarks or trademarks of KPMG International. This document is meant for e-communication only. (002_THL0420_DS) KPMGinIndiacontacts: Follow us on: home.kpmg/in/socialmedia Satya Easwaran Partner and Leader, Markets Enablement Leader, Technology, Media and Telecom (TMT) T: +91 022 3989 6000 E: seaswaran@kpmg.com Girish Menon Partner and Leader, Media and Entertainment T: +91 022 3989 6000 E: gmenon@kpmg.com