The Hindu Business Line: A nice interview with L. V. Krishnan, CEO, TAM Media Research, which monitors TV channel viewership. With 250 channels beaming into 108 million households and a variety of digital media channels like Internet and mobile phones gaining prominence, according to Kishnan, media planners have a tough job on hand. Some key points:
There is no such media differentiation. A consumer doesn’t care from where he gets the breaking news. Whether it is from the TV or his mobile phone, it really doesn’t matter to him. Consumers only look for content and are not really bothered about the media. The media differentiation is more an industry viewpoint.
He also says that the good old cable operator will remain strong even if DTH comes in.
For instance, if the proposed unified licensing system comes into being, it will enable cable operators to provide telephony along with video. The industry is also looking at introducing 3G technology in telephones, which allows live streaming of TV content on the mobile phones. This could be yet another source of revenue for the cable operator. DTH would probably take over the cable operators initially, but in the long run there will be good competition between the two.
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