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IMPACT Annv Spl: Shashi Sinha on 7 reasons why media industry will do well

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IMPACT Annv Spl: Shashi Sinha on 7 reasons why media industry will do well

1. The Indian economy still continues to grow (2012 may be slow, yet there will be growth). Consequently, not only will new industries open up to advertising, but there will also be more companies and brands in existing categories which will naturally lead to more competitive pressures. This will force companies to up their advertising spends.

2. As targeted advertising - localised or otherwise- through radio , digital , DTH and even regional TV becomes an option, this will enable a lot of small and medium businesses to exploit the potential of using advertising to sell their goods and services.

3. Indian consumers will learn to pay value for good quality content, which will take the pressure away from media being reliant on advertising alone. This augurs well for the industry; as media companies improve their bottomlines, they will invest more in differentiated content which will further attract more consumers.

4. Media, be it TV, print, radio or others, will penetrate more homes as the surface is yet to be scratched, particularly in rural India.

5. As literacy grows and living standards improve, consumption of media will grow further. So, not only will we have more people consuming media, but also time spent on media consumption will grow dramatically.

6. Digitisation will ensure better measurability and analytics, which in turn will lead to better ROI on media delivery, leading to a conviction amongst marketers that mass media delivers.

7. International media houses will pump in more investment into India for the above reasons, which will further lead to spiralling of media activity.

In sum, the future looks very bright. Cheers and all the best for IMPACT’s 7th anniversary and many more to come!


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