From Doordarshan to 4K: How India's Small Towns Are Driving the Budget Smart TV Revolution

In the late '70s and early '80s, the streets would go quiet, and entire families - and often neighbours - gathered in the same room to watch national favourites - Mahabharat, Ramayana, to daily news with Doordarshan. Someone would be adjusting the antenna, saying, 'thoda left, thoda right, ha, ab sahi hai'. Back then, Televisions were considered a luxury, yet they were more than a screen.

Fast forward to today, televisions have evolved drastically - from bulky plastic CRT TVs to sleek LEDs, from grainy screens to 4 K display quality. Over the years, technology has transformed how we watch and consume content. Due to innovation, widespread internet penetration, increase in disposable income, what was once a privilege is now within reach of the masses. Once considered untapped markets, tier 2 and 3 cities are now shifting gears and leading the Smart TV market in India. And while we've advanced, TVs still bring us together, just with better features and picture quality.

How India's Small Towns Are Driving the Budget Smart TV Revolution

Photo Credit: Canva

The Perfect Digital Storm

India, home to 1.46 billion people, is expected to have over 900 million internet users by the end of 2025, with the majority coming from rural areas, as per IAMAI and Kantar. This surge marks a digital transformation like never before, reshaping how the nation connects, consumes content, and embraces technology across every corner.

Further with more than 217 million TV households in India, and connected TVs reaching 45M households by the end of 2024, Rural areas are experiencing increased adoption of smart TVs, often seeking 32-inch models to access educational resources and entertainment, while urban consumers are driving demand for larger screens and features like 4K resolution and smart capabilities. With 5G rollout and ongoing efforts to enhance rural broadband infrastructure, we will see more households in small towns and villages adopt connected devices like Smart TVs.

Technology is no longer something people in smaller towns aspire to-it's something they actively use and demand. High-speed data is now basic, not a luxury. And with streaming becoming the default way to consume content, the television is naturally evolving into a smarter, more connected device in these homes.

The Surge and Why?

What's helped is how affordable Smart TVs have become. Today, a 32-inch Smart TV can be purchased at a starting price of 5k. Add in EMI options, festive offers, and locally manufactured products, which makes it even affordable and trustworthy, and the gap between aspiration and access has practically shrunk. People across regions are not only buying but also upgrading their home entertainment systems. As per Counterpoint's study on Smart TVs, consumers are leaning towards 43-inch and 55-inch models because of the feature-rich experience promised by brands like QLED panel, 4K capabilities.

Moreover, the rise of regional content consumption has also contributed to this surge, as people increasingly prefer content in their own language. Platforms like YouTube, Netflix, Hotstar, and regional OTTs have all started doubling down on local languages. For example, watching IPL commentary in your own language - Bhojpuri, Tamil, Punjabi, and more.

What's Next?

As infrastructure strengthens and the digital divide narrows, Smart TVs will go beyond entertainment - becoming screens for education, health awareness and digital inclusion. Voice-enabled features in regional languages and AI-driven personalisation will simplify usage for first-time users. We're not just witnessing a shift in technology-we're living through a cultural reset in how India watches, connects, and entertains.

By - Avneet Singh Marwah, CEO, Super Plastronics Private Limited, a Kodak, Blaupunkt, and Thomson brand Licensee