Reason for shift from family entertainment to personal choice: There is no denying the fact that entrainment has become more personal. Back in 90s entire family use to watch tv together and now it has shifted to individual staring at small personal screen. Definitely, rise of individualism lead to such shift but also increase in choice of content is important factor.
Back in 90s, there was only one particular show on prime time, hence entire family watch that only thing available on TV. Fast forward that in 2000s, there was one important show at particular time, KBC slot fix for 9PM and Mr. Bachchan would say "9 baj gaye kya" in star commercial reflecting family watching that one thing together. Now, there is plethora of content to please every mood, personality and hence variety of choice means individual with different personality /age group will prefer different content. Hence, era of watching TV together is getting over and this trend is unlikely to get reversed.
Advertisements model on television getting disrupting : Television was great medium for new brands to advertise and create awareness among consumer about new launches. Some products plainly use to show inherent qualities while other use to position their brands as aspirational and create latent demand for their products. The premium brands will showcase consumer in 4 wheeler while the affordable brands will try to make appeal to consumer on 2 wheeler.
Both are again getting disrupted due to digitization. You get to know about product at the click of the button, not only you get to know what companies are claiming about performance but feedback from the real users. Companies also have many avenues to disseminate information about their products. Social media advertising is on the rise. Even to position their products companies use multiple platform and hence the share of television is on decline. However since the overall pot of total advertising revenue from the companies have increased multi-fold, this is not that big negative.
Advertising eyeballs reducing significantly: This is non reversing trend, content watching on television is shifting from traditional cable and DTH to digital. Rise of Amazon prime, Netflix has bring in plethora of good content to television watchers. Consumer doesn't to go through advertisement when they are watching television, this will hurt broadcaster as they draw revenue from two source, subscription from consumer and advertising.
With so much usage of mobile phone, people attention span is reducing dramatically. No one wants to wait for content to upload or buffering, few seconds of advertisement on YouTube is irritating. In such scenario, advertising revenue which accrue from television is on limited oxygen and soon will be history. What may happen is telecom companies and every app on mobile phone track every activity of users and that data is sold to marketeers who can do targeted marketing, like I receive ad on stock market while browsing on Internet.
Content created on bulk getting limited viewership: A decade back, family soap opera were being watched by almost all age group within the family. Ekta Kapoor was household name, cut across age group.
One broadcaster loosely said once, hum jhola bhar ke content banate hai, 30min episode created everyday which is consumed by Indian audience, the amazon prime and Netflix of the world can't make that much content to satiate Indian audience appetite. This trend is again shifting, though significant people still watch daily dose of opera, but the underlying shift can't go unnoticed. A decade back there was just few national broadcaster, who claimed ownership of Indian audience, now there is so many content provider from Indian and overseas producers, earlier model is definitely is disrupted. It is like earlier youngster were watching only one sports in India, now apart from cricket, people have developed interest in football, tennis even badminton and TT is gaining traction. This shows preference of new audience is more diverse than before or already they are served more granular than earlier.
All this points to a direction that tradition medium of entertainment has to evolve our may slowly move towards extinction.
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