CVL Srinivas, CEO, GroupM South Asia, in an exclusive video chat with exchange4media, spoke about India being more VUCA (Volatile, Uncertain, Complex, Ambiguous) than other markets. “In India, we are a bit more VUCA than other markets. VUCA comes in various shapes and forms. In the media industry today, we are seeing structural and policy-led changes, especially in the broadcast sector with ad cap ruling and so on,” said Srinivas.
He shared that the ad cap is directionally a right step as it will benefit viewers in the long run. However, short-term challenges that advertisers are facing includes hike in media costs – something stakeholders need to manage.
On a more optimistic note, he feels that this also presents an opportunity for advertisers to diversify their media investments.
“A lot of our big clients are looking very seriously at digital. Digital is the third biggest medium in India after television and newspapers, growing at 40 per cent year-on-year. Many of our media plans have digital at the very centre.
The next big VUCA movement for us will be when the digital floodgates open, which is going to be very soon, he concluded.
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