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'The shift between pay and connected TV is the one to watch out for'

At the Pitch CMO Summit Mumbai 2025, marketers discussed how TV how enables deep storytelling and consistently delivers strong results in today's multi-platform world
The article from Exchange4Media discusses the evolving landscape of television viewing in India, highlighting the significant shift from traditional Pay TV to Connected TV (CTV). It notes that while Pay TV still holds a substantial market share, the growth of CTV is becoming increasingly notable, especially with the rise in digital content consumption. The piece mentions insights from industry experts like Ankit Chopra from ZEE5, who points out that CTV offers a more personalized and interactive viewing experience, potentially disrupting the traditional TV market. The article also touches on the challenges such as the need for better internet infrastructure and the adaptation of content for CTV platforms. Furthermore, it discusses how advertisers are beginning to recognize the potential of CTV for targeted advertising, which could lead to a reallocation of advertising budgets from traditional TV to digital platforms. The shift is seen as an opportunity for content creators and marketers to innovate and capture new audiences.

Read the Full exchange4media Article at:
[ https://www.exchange4media.com/marketing-news/the-shift-between-pay-and-connected-tv-is-the-one-to-watch-out-for-142017.html ]