hether it is Rahul Mahajan's hyped-up 'breaking news' or World Cup Football, most people - depending on what they want to watch - don't want to miss out a minute.

Invariably, they try to catch the action wherever they are. It could be the workplace, a pub, a friend's place or while shopping. Out of own home (OOOH) viewing is on the increase, say marketers and planners. There is a study to back it up too. Madison Media recently commissioned IMRB to research this phenomenon.... more