This year has seen media evolve and grow like never before. Steps such as digitisation, changes in the measurement system, setting up of BARC, the 10+2 ad cap (still not concluded yet), etc. have revolutionised the industry. This has been facilitated by support from the government, advertising agencies, marketers and media. Willingness for change has been witnessed, which is a quantum leap forward for the Indian ecosystem.
However, these positive transformations have been marred with challenges with various stakeholders being at loggerheads with each other. Each one of this stakeholder – be it media agencies, creative agencies, TV channels, industry bodies – want to move up the next level; it’s just that all have different views as to how to go about it. The challenge here is to find a path which is agreed upon by all and proves to be a win-win-win solution. Much easier said than done...
Leaders from across domains will get together to discuss and debate how the ecosystem favours growth, but some decision and actions are not in that direction. They will throw light on what is going wrong and the right way forward.
