How is this situation likely to change with the market rationalisation?
The industry as a whole has gained momentum especially prompted by the rush for cashing in on bright ideas. This is common to any emerging segment and the dotcom segment too has seen this pattern. But I do not feel that the rationalisation of any one particular segment (for example the dotcoms) can singularly affect the condition of the advertising industry. While one may see less of pure play dotcom models, the brick and click system is likely to emerge more strongly. But at this point, it is interesting to note that this period is going to see the growth of retail advertising. As townships are spreading out, the retail revolution has set in and industry segments will get into the retail advertising act quickly. How has the Indian consumer’s attitude changed? What can you say about the current Indian market? The Indian market particularly has savvy consumers who are aware of the market and the kind of products that are available. As the number of players have been steadily growing, th
