Broadcasters are actively evolving past passive viewership. To cite an example shows like Indian Idol and Kaun Banega Crorepati now integrate second-screen experiences, social media amplification, and interactive voting directly into the broadcast
Leaders argued that the industry must shift away from evaluating television purely on traditional Gross Rating Points (GRPs). Instead, the focus is transitioning toward Return on Investment (ROI), data-driven attribution, and overall business outcomes. While digital platforms and influencers offer targeted, micro-content formats, television remains unmatched in its ability to build large-scale trust, drive mass awareness, and anchor shared cultural moments. As per ajio.com CMO Arpan Biswas television is essentially a distribution channel—and the same content can travel seamlessly across TV, YouTube, and OTT apps based on the overarching marketing strategy.
News Edit KV Raman
