A consumer engages with media for a number of hours, far more than he does with fast moving consumer goods. Still media has not placed consumer at the center of decision making. It relies on content providers who have lost touch with consumers.

Secondly, media is a young industry and has to strive more on getting talent.

Thirdly, media innovation is outsourced — concept as well as production. It is left to media to evaluate the quality of whatever it receives.

Fourthly, media has to be more data-based in decision making. Content creators are not interested in data analytics.