By Vikram Sakhuja, Global CEO, Maxus
My big idea for Hindi GEC TV media to leapfrog is to go FTA (free to air).
I am more optimistic than ever before that digitization will be a reality. And that will mean, by definition, reduced individual channel reach because of the consumer opt-in that is required. We will find that consumers will pay, even premiums, for exclusive content, be it movies, live sport, hot events or speciality genre content.
But I believe that general entertainment will have more success if they play the undifferentiated reach game and keep advertising as their sole revenue model.