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The latest mantra being followed in the Indian Media And Entertainment sector is to focus the content, programmes, the strategies on the youth of India. Targeting the youth has shown tremendous potential to be captured and profitably developed into a huge market and a source of revenue. India's youth comprises 45% of its population and 23% of the total viewership in C&S homes. But India still does not have a desi or endemic brand especially for the youth. With the number of television channels increasing every day, the Media And Entertainment industry is witnessing a compromise in the quality of the content of the programmes.
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