Indian TV Industry: How the stars in the sky changed

This paper examines divided attention in TV viewers in the Indian market and whether the time is right for marketers measuring audiences to enter into behaviour-based measurement.


Audiences no longer consume TV unilaterally. While current technology captures the audiences who are watching TV, it does not take into account their actual behaviour whilst consuming it.

This paper attempts to answer the various multitasking/activities that audiences from metro cities are doing while consuming TV content. What does divided and undivided attention on TV mean in the context of product and brand recall?

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