'Measuring only TV viewership will be insufficient'

Megha Tata, COO, BTVI's predictions for 2019:

As cross device viewership of content is on the rise, measuring only television viewership will be insufficient going forward. I believe, in 2019, television brands will focus on overall brand reach across linear and non-linear platforms. This will also help TV brands offer their direct to consumer (DTC) reach to advertisers and monetise their content better.

Also, with the new Tariff order, my prediction is that the age old question of 'whether content is the king or distribution' will get answered and content will come out as a winner. Just like the way consumer choose any soap or a biscuit from a bouquet of offerings from a FMCG company, and pay for only the chosen product, consumers will now have a choice to select and pay for what they want to watch. So the prediction is that the quality of content will improve drastically, the product offering will improve and few traditional leaders will get a reality check.  From a BTVI perspective, while other English business news channels choose to put a price tag on news, we choose to put our viewers first by offering our priceless insights and opinions free to air.