Terrestrial signals

All this makes a big difference!” The February 2007 CIIKPMG report shows how terrestrial signals of, say, Delhi Doordarshan can reach a whopping 87.9% of India’s population. Compare that with a dismally pathetic 2- 3% internet penetration within India. So where lies the real bottleneck to the growth for this ‘apparent’ next gen advertising platform? According to Gaurav Arora, Delhi Head, G2 India, “The low ad-spend is because...the senior decision makers on the client side still believe that it’s a cost-centre rather than being a revenue-centre activity. They think the money spent in online ads only go waste...” However, there are also various other reasons why online media is clearly not the favourite amongst media planners and marketers in the country. Preeti of Lowe Lintas outlines one of the reasons responsible for the failure of online advertisement industry in India, “The major chunk of advertising in India is targeted at masses; and a large audience base in India does not have access to the internet. That’s why marketers are less interested in advertising online.” Then there is Tarun Das, CEO, Oxygen Communication, who agrees with the issues of low internet penetration in the Indian subcontinent.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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