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Low consumption of traditional & digital media a bigger challenge for M& E sector in India

26-October-2016
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Low consumption of traditional & digital media a bigger challenge for M& E sector in India

At the on-going 5th edition of CII Big Picture Summit 2016, a panel discussion on the topic-‘Will there be symphony at the altar of convergence’ was hosted by Sudhanshu Vats, Chairman, CII National Committee on Media & Entertainment and Group CEO, Viacom 18 Media Pvt Ltd. The other participants in this session included: Kanchan Samtani, Partner & Director, The Boston Consultancy Group, India, R S Sharma, Chairman, TRAI and Neeraj Aggarwal, Senior Partner and MD, The Boston Consultancy Group, India.

Sharing her insights at the session, Samtani said, “The M& E industry is currently witnessing 10-12% growth. The target of $100 billion Indian M&E sector is beset by many challenges and one of them is low consumption, especially the consumption of traditional and digital media. This also presents a lot of opportunities to accelerate the M& E growth in the country.”

Highlighting the need for proliferation of robust connectivity at the rural level, Sharma said, “We had an open house discussion on free data as to how the architecture should be done. The telecom industry, start-ups and a number of other people participated and we got very good inputs. We will take a view in a couple of weeks.”

Sharma also added that that TRAI would prefer to take the route of technology tools and awareness, rather than regulation to overcome the problem. “Measurement reflects reliability and the current system is based on sampling. I believe there is a lot of scope to improve the measurements in ad spends, especially with the use of technological tools,” said Sharma.

Aggarwal in his comments  said, “It is important to sell context and not just content if you want to keep the audiences interested. Moreover, the M&E sector is beset with shortage of talent which needs to be bridged at the earliest.”

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