Traditional and digital media to coexist in India: CII-BCG2 min read 06 Dec 2018, 06:48 PM IST
At 4.6 hours of media consumption per capita, per day, India is currently behind China (6.4 hours) and the US (11.8 hours), suggesting further headroom for growth
New Delhi: Despite rapid digital evolution in India, traditional and non-traditional media are likely to grow and coexist over the next few years. A new report, One Consumer, Many Interactions, by the Confederation of Indian Industries (CII) and Boston Consulting Group (BCG), said India will remain a multi-modal market, considering the consumer has access to multiple platforms. However, there will be differences in “what", “when" and “how" media will be consumed.
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