Digitization continues to be a key growth driver for the Indian Media and Entertainment industry and this trend was even more pronounced in 2010. Film studios saw greater adoption of digital prints over physical and it was the first time in India that digital music sales surpassed that of physical unit sales. DTH achieved a robust growth of 75 percent in the net subscriber base over 2009, by adding 12 million subscribers . The government is also attempting to gradually shift towards increased digitization and addressability by making it mandatory to convert to digital addressable infrastructure by March 31, 2015 . With the regulatory push on digitization, increasing mobile and broadband penetration and ongoing 3G rollouts, the market for digital distribution platforms is only expected to grow.