Anchor | One Big Idea by Vikram Sakhuja: Pressure on GECs as digitization enables greater consumer choice

10 Jan,2013

By Vikram Sakhuja, Global CEO, Maxus


My big idea for Hindi GEC TV media to leapfrog is to go FTA (free to air).


I am more optimistic than ever before that digitization will be a reality. And that will mean, by definition, reduced individual channel reach because of the consumer opt-in that is required. We will find that consumers will pay, even premiums, for exclusive content, be it movies, live sport, hot events or speciality genre content.


But I believe that general entertainment will have more success if they play the undifferentiated reach game and keep advertising as their sole revenue model.


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