NEW DELHI: Although the total numbers of television viewers in the sub-continent may be growing, the amount of time they spend watching TV is decreasing, leaving marketers with the challenge of reaching Indian consumers in other ways.

According to Sanchayeeta Bhattacharya, national director of consumer insights at media agency MindShare, there has been a 25% drop in viewing time across all kinds of TV programming through the last three years.

He adds: "People prefer to go out as there is a fatigue in the kind of programming being aired today."

The solution, or at least part of it, is a '3D' marketing strategy being adopted in the huge emerging market by PepsiCo, Motorola, Microsoft and South Korean giant LG Electronics, among others.

The 3D gameplan spreads the advertising message across other media such as the internet, outdoor or cellphones, no longer placing TV at its hub.

Comments Pepsi India marketing evp Vipul Prakash: "A full 3D approach is one that can catch consumers today and a good marketer has to take cognisance of it."

Out of home presences such as brand stores in shopping malls, sports marketing and product placement in movies are also being used by advertisers.

Says LG marketing head Sandeep Tiwari: "We want to capture audiences in cafes and malls as this is one great way of brand-building." He says LG spends as much as 20% of its total ad budget on non-traditional, out-of-home media.

Motorola India's marketing director Lloyd Mathias sums up the shift: "Despite the base of TV viewership growing, there are sharp niches being drawn, which leave the marketer with a fragmented audience to cater to and this is the challenge we face."

Data sourced from The Times of India; additional content by WARC staff