TV Viewing: Reasons for shifting loyalty

This paper looks at what propels a home to finally shift or even to sample a new disruptive programme.

TV Viewing: Reasons for Shifting Loyalty

L.V.KrishnanTAM Media Research, India

Sharan SharmaTAM Media Research, India

Akash ChawlaTAM Media Research, India

EXECUTIVE SUMMARY

With the burgeoning of channels and programmes on the Indian media scene, disruptive...