Remote Control to Algorithm: Is TV Still in the Game?
Hey marketers, welcome back.
TV used to have its own time slot in your day. Nine PM meant Star Plus. Sunday mornings meant Doordarshan. News came from NDTV, not YouTube. And if you missed an episode, you actually missed it.
That was the plan. Then came Instagram, Youtube, Amazon prime Video & Facebook. Then came the skip button.
Now, we binge, scroll, pause, and mute. And TV? It is still glowing in the background. But the question is, is it still in the game?
Let’s talk about how TV marketing evolved, how social media changed everything, what HD channels tried to do to stay relevant, and whether television advertising still holds its place against OTT platforms, YouTube, and connected TV.
From Appointment Viewing to Always-On Attention
TV once controlled the schedule. Prime time meant something. Families planned their evenings around serials and reality shows. Advertisers booked 30-second slots and knew they had your attention.
Then came the feed.
Platforms like Instagram, YouTube Shorts, and Netflix turned attention into a 24 by 7, scroll-and-swipe experience. Waiting became outdated. Skipping became natural.
To survive, TV leveled up its visuals. Broadcasters launched HD channels across Star, Sony, and Zee. Tata Sky and Airtel Digital TV bundled HD packages with competitive pricing.
TV became sharper. But digital became faster.
Social Media Became the Second Screen
TV did not disappear. It just stopped being the only screen.
When Bigg Boss, Shark Tank India, or the IPL is on, viewers are also reacting live on Instagram, Reddit, and X (formerly Twitter). Hashtags trend. Memes explode. Clips go viral before the episode ends.
TV shows start the moment. Social media gives it legs.
TV creates the content. Digital amplifies the conversation.
Ad Spend Is Shifting, Not Dying
Let’s get into numbers.
But that does not mean TV is fading.
Marketers are no longer choosing between TV and digital. They are using both.
Connected TV Is Where It Comes Together
Connected TV (CTV) is the middle ground between reach and relevance.
Smart TVs are now in most Indian homes. Platforms like Hotstar, YouTube, and JioCinema are accessed directly from remotes. Ads are delivered like television but tracked like digital.
Brands like Hyundai, Tanishq, and Unacademy are using CTV to deliver full-screen ads with digital-style analytics. View rates. Completion. Time spent. Even retargeting.
TV is learning to speak the language of algorithms.
So Is TV Dying?
It is not. But it is no longer running the show alone.
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Regional TV audiences are growing
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HD content is now expected, not special
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Smart TVs are default in metro cities
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Television remains the most accessible medium in India
TV is not the first screen anymore. But it is still in the mix.
For Marketers, Here’s the Strategy
If your campaign is built only for one format, you are already behind.
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Create content that works on TV and adapts for YouTube
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Build stories that start during IPL and continue on Instagram
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Use CTV to track what traditional TV could never measure
TV gives you reach. Digital gives you depth. CTV gives you both.
Build for the moment. Then make it move.
Final Thoughts: TV Did Not Lose. It Changed Channels.
TV did not die. It adapted.
It gave up the spotlight and embraced collaboration. It stopped owning the moment and started sharing it. It learned to exist in a world where content lives everywhere.
So the next time you launch a campaign, ask yourself:
Are you building for just one screen? Or for all of them at once?
- MK
Great post Madhurima!
ReplyDeleteBut i feel like the cross platform tech gave a huge boost to OTTs, something that traditional TVs don't do.