Indian TV Industry: How the stars in the sky changed

Romil Ramgarhia, Bipin Mundhwa and Rucha Deshmukh

This paper examines divided attention in TV viewers in the Indian market and whether the time is right for marketers measuring audiences to enter into behaviour-based measurement.

Introduction

Audiences no longer consume TV unilaterally. While current technology captures the audiences who are watching TV, it does not take into account their actual behaviour whilst consuming it.

This paper attempts to answer the various multitasking/activities...

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