With normalcy returning to the film and television industry, the return of original programming on general entertainment channels and the start of the Indian Premier League will help the television platform`s revenue recovery despite the rapid rise of digital media, which is expected to clock revenues of $3.2 bn. According to a report by financial services company Edelweiss, television as a medium is expected to make advertising recovery by the end of 2020 and command revenues of $4.6 bn, despite the hit expected by the shift to digital platforms especially during the pandemic. It said, rising digital advertising is undoubtedly taking a toll on TV, but the electronic media is not likely to go out of trend soon. The spurt in tactical digital consumers, people who own pay-TV subscriptions plus an over-the-top streaming service is way higher than digital-only consumers in India. The daily average time spent on TV viewing has remained constant for the past three years at a daily average of 220-225 minutes and a 62-65% TV penetration in India implies there is enough headroom for subscriber growth over the long term. Still, TV is expected to lose some share of the advertising pie as digital gains estimated at 37.3% by 2022 against 40.2% in 2019. As fiction content comes back, advertising is expected to come back to TV and to the primetime slots.