The trend is visible even in India, and it could soon become a defining partnership
The media and entertainment businesses have never been as seriously impacted as in the last fi ve years, thanks to the digital and social media revolution. It is still print publications and TV which hold pride of place in terms of advertiser perceptions and revenues, but a signifi cant part of the conversation relating to what is written or broadcast in mainstream media happens in the digital space, on platforms such as Twitter, Facebook, YouTube, et al. So much so that it is no longer
clear where mainstream ends and social media take over.
(This story appears in the 15 November, 2013 issue of Forbes India. To visit our Archives, click here.)