Must be thank you, thank you, Pankaj, Thank you very smart team for the opportunity to express my views on the connected TV landscape. I guess there has been lot of conversations for the past couple of years we have we have been seeing and witnessing the rise on the connected TV and it has now to a kind of a critical optimal stage where we have a sizable audience and an addressable audience to really well brands can leverage and create a value on that when it comes to Ramadan right where we know that. A family comes together during the time of the breaking open, the 1st and also the Sabbath and the car in this household, especially the one household when we have all the people from every demographic within the family through starting from the senior to the junior to the kids all come together. And have this experience of covering now this is an important era we are seeing in the viewership thread. So I mean I do call that and I have been calling this as a viewership 3.2. Imagine the era where we started with our advertising where the broadcast medium. So it was a just A1 sided communication for Lydia TV to the broad household. So it was household watching that point in time. Then the era of viewership 2 point O came when it was a personal watching which is through the mobile so the. Living shifted to smaller screens and due to the various video platforms, it became a personal personalized V. This is viewership 3.0. So you're back to the big screen, but you are consuming your on demand content and you're bringing every members of the household together. So the other point when it comes to the advertising and the marketing, there is a capacity of a viewer to experience multiple communication or similar brand synergized at the same time on the same. Environment, for example, when I see a video or an add on a connected TV at the same time, I can be prompted on a linked communication on my mobile at the same way. So my visa activity at that time is utilized and maximized. And I can have a capacity to consume two or three kind of different communication connected to the same brand or a same message or but in a form of multiple assets. So this gives a more platform or more I would say the the canvas to experience experience. To experiment on the receptivity of multiple messaging brand is trying to communicate different kind of message at different type of platform, but a similar kind of moment and making the moment marketing right high on this one created TV. So that's I would say Ramadan would be a good platform to test the water. The brands who have not tried and who have been experimenting with should be experiencing a bit of connectivity how it's impacting and do it right. It doesn't mean that just put a put away to just pile it because every pilot needs a curated way of fixing that. What do you want to test? What is your objective? You want to I tell what do you want to drive through this coving correctly type experience? That's great.
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