New Delhi, Feb. 23 -- Advertising and subscription revenue for India's media and entertainment (M&E) sector is expected to rebound to Rs.1.37 lakh crore in fiscal 2022, after contracting an estimated 26% this fiscal, according to rating agency Crisil. The time taken to bounce back to pre-pandemic levels will be relatively shorter for segments such as digital and television, while print, films, outdoor, and radio would take longer.

Credit profiles of large media companies would be unaffected due to strong balance sheets, liquidity and the revenue rebound, while mid-sized and small ones could see stress, an analysis of over 80 such firms rated by Crisil Ratings shows.

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