Abstract

The caselet talks about the changes taking place in the Indian media space, especially with reference to mass media i.e., television, print and radio. The caselet throws light on the emerging media options such as village fairs, in-film placements, seminars and fashion shows that have steadily gained in prominence. The impact of changing media space on media planners is also discussed in this caselet.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Media fragmentation in the television industry
• Emergence of non-mass media or below-the line advertising options and their influence on media planning
• and Media fragmentation impact on media planning outfits.

Keywords

Unconventional promotions, Media Planners, Television Broadcasting Industry, TAM, NDTV, National Geographic channel, Star One, Toon Disney, BroadMind, Below-the-Line, Promotions, IMAG, Sonepur Mela, GroupM, Carat Media, Lodestar, Pricewaterhouse Coopers and Lintertainment.