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Rajendra Khare

SureWaves MediaTech

Audience, Audience, Everywhere, Show Me Ways to Link ...

Television for long has been the leading medium of advertising in all parts of the world. Perhaps, the ease with which it can be consumed and the way it engages with all strata of society is what makes it the staple diet of viewers. No wonder, it continues to grow while the appeal of print, the other main-stream medium for advertisers is on the decline. However, a major problem that affects the marketers is the extreme fragmentation of television audiences as the number of channels continue to grow. Gone are the days when a single television property like Doordarshan could deliver the goods. Audiences are there all around but they are wide split across a multitude of channels based on language, geography, historical evolution, literacy, economics and socio-cultural context. This makes it extremely hard to tap into vast majority of the audiences in a cost-efficient manner. With the latest advances in technology, large connected television networks are now a new realty which effectively solve this problem. While the audiences watch the myriad channels of their choice, technology stitches these audiences together in a very flexible manner to offer the advertisers huge target audiences on a market by market basis that can be accessed easily. Internet and mobile became a clear choice for advertisers only when large ad networks like Google, Yahoo and Bing emerged and stitched the audiences scattered across a large multitude of content sites and made it easy for the advertisers to find their target audiences in large numbers. A similar capability on television which is a much larger medium in size can have a mind boggling impact on the world of advertising and propel media and marketing to the next orbit. It is a new kind of digital media on the block and hence a subject for interesting discussion and generation of new ideas ...

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