The question is self-explanatory. Let’s read what Dr Bhaskar Das thinks about it in the October 6, 2020 edition of Das ka Dum. Read on…
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Q. A KPMG India report on M&E in India notes adspends in Digital and OTT will soon exceed that in television. Should TV players be getting worried?
A. Worry is no preparation. If market indicates a trend, one can’t deny it. The question is how representative is the context, time and size of the sample. Assuming it to be scientific, it can’t be taken as a definitive trend of the future. I strongly believe that no media gets obsolete. Every media evolves and crates its own unique space and stickiness. Accordingly, monetisation happens. To my mind, every organisation is a technology company and digital is a tool for them to serve customers better. Marketers don’t decide their media planning on the basis of a pecking order of which medium is bigger than the other. They decide on the efficiency and effectiveness of investment. In other words, performance marketing. It’s not a fomat-led decision-making process. That’s an execution task. For ny medium that caters to those requirements of marketers, there is nothing to worry.