The Indian TV planning challenge
Nihar Das and Prajat Khare
Television viewers in India are now multitasking, so holistic communications planning has evolved to get their attention and engage with them effectively
India has been in a state of constant and rapid flux for close to two decades. The societal landscape has been changing at the speed of light, which continuously I impacts the way people interact with their milieu. One of the foremost indicators of this change has been their interaction with media touchpoints, especially TV. It is being influenced by three fragmentation forces working at the...