The Media Scene in India

Roda Mehta The media scene in India today, primarily due to television, is so fluid that it requires of advertisers and agencies the ability to anticipate and to adapt to rapid change. TV attempts to reduce the country to a single media solution, but in reality each market has to be viewed on its own and then meshed into the larger national context REGARDING the methods available to us to reach the Indian consumer, the industry patterns reveals an expenditure of Rs 700 crore in media time and space in 1986, or a growth of 17 per cent over the previous year, A large portion of this increase was due to inflation, not to any real increase in media spending.