Indian TV Industry: How the stars in the sky changed

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.


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands