New and better programming has given a boost to advertising revenue on the television. According to industry estimates, the advertising revenue on TV which was around 2,500 crore in 1998-99, is expected to be upward of 3,500 crore by 2000-01. With the increasing penetration of the cable and satellite television, industry analysts believe that television would continue to receive attention and priority in advertising. A forty per cent plus growth rate in advertising revenue has been projected for the industry in 2000-01 over 1999-2000.