So  many questions arise on the watching habits of the Indian population. Who is watching what? What works ? What does not work ? Has the advertiser put money on the right show ? Where the RoI is maximum? All such questions make the world of TV watching a Rubik’s cube — whatever is revealed leads to a new puzzle.

Many GECS and news channels, many specialized niche channels, Over-the- Top ( OTT ) channels such as Hotstar, digital TV — all this makes the measurement complex.

Advertisers are looking at splitting their budgets between TV and digital which was earlier done on silo basis.