The total value of Indian content sold outside India is about $200 million and it could grow over 20 percent every year, according to Ernst & Young’s latest report titled ‘Indian Content on the Move’, published in association with and Federation of Indian Chamber of Commerce and Industry (FICCI). [via televisionpoint.com]

“The overseas market is not just about plugging into the nostalgia of 20 million odd non-resident Indians. It is about tapping into the tremendous popularity of Indian content overseas,” according to the study.

Here are some more datapoints from the report:
- The overseas market brings in about 20% of the revenues for any major release in India.
- The size of India’s media and entertainment market estimated to be $11 billion.
- E&Y values the TV industry at $5 billion—$3 billion from subscriptions and $2 billion from advertising - while Film is worth $2 billion.
- The report said that about 70 million households have access to multi channel television of a total 120 million households.

“To scale up, the Indian content industry needs to expand to newer markets with higher paying capacity,” the study observed.

The report divides the content of Indian movies into three broad categories. While cluster one includes pure Indian content such as Hindi ‘masala’ movies, mystical Indian themes such as ‘Ramayana’, ‘Veer Hanumaan’ or other cultural themes aimed at global audience come under cluster two. The third cluster includes programming content such as animation which can be produced for markets such as CIS, West Asia, Africa or East Europe, suiting their local needs.