Television used to be the favourite channel of Indian advertisers, but with viewers now having a wider range of content options, media strategies are changing.

This was the view outlined by Mona Jain, chief revenue officer at ABP Network, the media group, who quoted figures from consultancy KPMG showing that digital and over-the-top (OTT) adspend logged a 32% compound annual growth rate between 2016 and 2020, during which time TV registered a figure of 9%.

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