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.”