With mobile devices quickly winning new converts across India, mobile advertising is likely to take off quickly, even displacing TV in some instances, says Shubhradeep Guha, global capability lead and country manager for SapientNitro (India). "For a sizeable section of young population mobile will become the first screen. Mobile anyway has become the first piece of individual technology ownership. This means TV content companies would have to change the way they produce content," he says.
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