The multi-media blitz – a study on building appointment viewing using multi-media promotions
Atul PhadnisTAM Media Research, India
Amogh DusadS-Group, TAM Media Research, India
EXECUTIVE SUMMARY
With 200-plus TV stations in India, there are more than 30,000 programs that go on air every week. In such a scenario one can imagine the tall task of launching a new show and making it popular. Again the numbers are scary, what with 400-plus new shows going on air every week! Audience Creation for new programs has been a subject of much discussion because of the costs involved as well as...