or years, television which has been the face of mass media, served as the omnipotent medium of communication, which could guarantee high penetration levels to brands, build awareness for them and create impact - all rolled into one.

But today, with viewers divided across more than a hundred channels, the potential of television as a medium has come under the scanner. That is because the same TV budget now buys a fraction of the exposure it did a decade ago. So marketers are waking up to the need to identify alternate avenues of communication for more effective use of their ad budgets. ... more