At Goafest 2026, industry leaders rejected “TV is dead” narrative, declaring ‘Don’t write it off, the future belongs to an inptegrated, unified ecosystem where linear broadcasts, Connected TV (CTV), and mobile screens work together to drive engagement.
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…

