With multiplication of media options facilitating anytime-anywhere consumption, media audience is increasingly becoming platform-agnostic. Keeping this in mind, industry experts feel the time has come to seriously mull over the issue of “media access” and substitute or complement the conventional audience measurement matrices, be it print, television or the Internet.
According to LV Krishnan, CEO, TAM Media Research two interesting aspects have emerged out of the new digital world. The first is the access part, which is changing dramatically with increasing bandwidth and accessibility. The second is multiplicity of brands transiting between one medium and another and creating interaction.
The growth in bandwidth is a result of digitisation; whereas earlier the average TV set used to get around 30 to 40 channels, it is now getting 200-plus channels. Moreover, there is new content coming in and audio-video quality has also gone up.
“Maybe not from the brand perceptive, but from the content perceptive the relationship is very high. The nature of one medium declining and another medium growing eventually depends upon what the creator or the owner of the brands actually delivers to the audience,” said Krishnan.
“It’s like juggling between multiple platforms and the content creator at the same, which will become more complex in the future with the increase in broadband penetration and mobile and tablets emerging as competing mediums,” he added.
LV Krishnan was expressing his views at the 6th International News Media Association (INMA) South Asia conference, held in New Delhi on August 7 and 8, 2012.