Has fragmentation also provided brands with small budgets to advertise on television?
Earlier, brand managers with Rs 10 or 20 million budgets felt that they couldn’t get on to television. Today, appropriate consumer profiling enables one to choose channels and accordingly advertise. For instance, a combination of Star Movies and Star World would give a SEC A+ kind of a household. So this combination which makes it possible to reach out to that particular segment despite budgetary constraints. Wastage levels will be lower and segments can be reached in a focused manner. A lot of segmentation is possible in the medium of television due to the existing fragmentation. Earlier, advertisers used to feel inhibited due to the preoccupation with mass-based programmes and planning was restricted. Now, we have moved much ahead from the previously restricted scenario.
