Digital will not checkmate television: Vikram Sakhuja
TV gives rise to ‘tribal moments’ which digital cannot handle: Group CEO, Madison Media and OOH, tells Kailashnath Adhikari, MD, Governance Now
GN Bureau | July 2, 2021
Despite the digital medium giving stiff competition to TV and having high penetration across the country, television will remain the preferred option. According to Vikram Sakhuja, Group CEO, Madison Media and OOH, television gives rise to ‘tribal moments’ which digital cannot handle and it will always be the preferred option of viewers.
“While penetration of digital is very high, it is difficult to get a high amount of reach in a single show. Any advertiser for reach still needs TV. By that token, reach build up on TV will always be the preferred option.”
(Photo: Governance Now, for representation only)
Pitta Rajani, 28, and her family from Kandriga in Vijaywada faced severe difficulties during and after the lockdown last year and had to take a loan of Rs 20,000 from Soubhagya , a moneylender, at an exorbitant monthly interest of Rs 10 per Rs 100. Now Rajani is facing consistent threat from the moneylender in case she fails to pay her monthly interest; she is forced to pay double the interest as penalty – Rs 4,000 instead of Rs 2,000 a month. The moneylender is abusing and threatening Rajani that she’d go to police against her.
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