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Has India Inc. started to *get* new media?

[Indian Media Companies Suck @Internet and traditional brands just do not get the ‘new media’. But times they are changing.]

Most of us in the internet and mobile spaces lament how most traditional brands don’t *get* new media. Many point to how brands don’t care about measurability and results, which digital media largely swears by.

Yet, a panel in today’s ET points to the fact that this might have just started to change. clip_image002

That a traditional media outlet like ET is starting to talk about engagement metrics(and not topline numbers or subjective aesthetics) – points to the fact that there is perhaps a slowly growing understanding of digital media in India.

Of course, it’ll still be a while before more conservative papers or vernacular publications start to get engagement metrics – but this is perhaps a sign that things are starting to change.

What do you think?

[Guest article by Shamanth Rao]

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