elevision channels seem to have a way of enhancing viewers' multi-tasking skills, especially visual multi-tasking. How? Just take a look at the TV screen, and there are half a dozen things popping up, crawling to the right - or left - and dropping down, all vying for equal attention. These could be news tickers, advertisements, stock market indices, the temperature of the day, new programming promos, show reminders and what's-up-nexts, all along with whichever show is being aired. Combined, they contribute to what can be called screen clutter. Is it bad? Is it good?

Marketers have always looked for innovative ways to reach their target consumers. And when there's as effective a medium to catch viewer attention - the television screen that is - they are not giving it a miss. Tarun Mehra, vice president, marketing, Zee Network, says, "Putting your message on the screen when there are already a certain number of people watching the show, is a good idea. So a product or a show can be promoted this way as long as it doesn't interfere with the programme being aired." ... more