2020 will see an explosion of content across formats, says Navin Khemka of MediaCom
Continued growth of Digital to become India’s no. 2 medium in terms of brand investments. This will be fuelled by newer formats of digital emerging and digital data becoming more and more unified. Consolidation of audiences across screens on big ticket properties like live sporting events, breaking news and election coverage. They will be able to garner high reach and combat the increasing fragmentation due to digitization. Explosion of content across all formats – TV, OTT, social etc While media houses will fight for audience attention and eyeballs eventually 2020 should see regulation that will eventually come to check this uncensored content explosion. Brands will be cautious still on associations with such content.