The Burgeoning Digital Media Consumption: A Challenge for Traditional Television and Advertising Industries - An Analysis.

From past few years India has shown a tremendous growth in consumption of Digital Media content. The usage of Digital Media platforms for acquiring information on news, health and other topics, entertainment and e-commerce has made India one of the fastest growing internet nations in the world. This shift in consumer preference towards digital media has gathered attention of marketers and constrained them to upgrade their traditional mediums of advertising. The statistics, surveys and reports published by governmental and private organizations on increased number of smartphones, internet users and availability of pocket friendly high-speed data plans, gives a clear indication of burgeoning online media consumption. This notable shift in media consumption habits of viewers has opened new doors of opportunities for creative content providers and advertisers, but, challenged traditional means of television viewing and marketing. This article attempts to review previous researches in the area of online television viewership, digital media consumption habits, findings of various news agencies and forecasts made by International consultancy and professional service firms. As smartphones has replaced traditional radio sets in home, digital media is also overtaking traditional medium of television viewing and advertising. These are the important issues, for which this study has been done and in this research study, the driving forces behind increasing digital media consumption has been observed and discussed thoroughly. Finally, the research throws light on challenges for traditional television and advertising industry, and, summarize suggestions made by analyzing content to enrich advertising industries. [ABSTRACT FROM AUTHOR]