The Indian TV planning challenge

TV in India once meant a single channel with low penetration. Now it has a possible 3.7 billion options, with three platforms, 500 channels, 29 languages and dialects, 10 genres and five formats – for every spot being planned.

The Indian TV planning challenge

Nihar Das and Prajat Khare

MediaCom APAC

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...

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

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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