In a significant statement poised to reshape traditional media perceptions, industry veteran Sanjiv Shankar recently asserted that the television and digital media landscapes are not in a zero-sum competition but rather possess the capacity for harmonious co-existence and mutual growth. Shankar’s insights challenge the prevalent notion of digital cannibalizing traditional media, advocating instead for a synergistic approach that leverages the unique strengths of both platforms.
Shankar’s declaration comes at a time when media consumption patterns are undergoing rapid evolution. While digital platforms continue their meteoric rise, particularly among younger demographics, television maintains a robust and often deeply ingrained presence in many households, especially in emerging markets and for specific content genres like live sports and family entertainment. “The narrative that one must diminish for the other to thrive is a fallacy,” Shankar stated emphatically. “We are seeing a convergence, not a replacement. Consumers are fluidly moving between screens, and content creators and advertisers need to adapt to this multi-platform reality.”
He emphasized that television’s continued power lies in its broad reach, ability to deliver high-impact emotional experiences, and its role as a communal viewing experience. Digital, on the other hand, excels in targeted advertising, interactive engagement, on-demand consumption, and providing niche content for diverse audiences. “Imagine the power of a major sporting event broadcast on TV, simultaneously amplified by real-time digital engagement, fan polls, and behind-the-scenes content on social media,” Shankar elaborated. “This creates a richer, more immersive experience for the viewer and opens up entirely new revenue streams for broadcasters and advertisers.”
Shankar also highlighted the potential for data-driven insights from digital platforms to inform and enhance traditional TV programming. Understanding digital viewing habits, popular keywords, and audience sentiments can help TV networks fine-tune their content strategies, ensuring greater relevance and appeal. Conversely, established TV brands can leverage their credibility and production capabilities to create high-quality digital-first content, attracting new audiences and extending their brand presence.
For advertisers, Shankar’s perspective offers a more optimistic and strategically sound path forward. Instead of segmenting budgets strictly between TV and digital, he advocates for integrated campaigns that optimize reach and engagement across both. “It’s about crafting a holistic media strategy where TV builds brand awareness and emotional connection, while digital drives conversion and personalized interactions,” he explained. This integrated approach, he believes, will lead to higher ROI and more effective brand messaging in a fragmented media landscape.
The implications of Shankar’s statement are far-reaching. It encourages media companies to move beyond competitive silos and invest in cross-platform strategies. It also signals to advertisers the imperative of developing unified campaigns that resonate with consumers across all their preferred screens. Ultimately, Shankar’s vision paints a future where innovation and collaboration drive the media industry forward, ensuring that both television and digital continue to thrive and evolve, serving the diverse needs of audiences worldwide.
Key Highlights:
- Sanjiv Shankar states that TV and digital media are not in a zero-sum game but can co-exist and grow together.
- He emphasizes that both platforms have unique strengths: TV for broad reach and communal viewing, digital for targeted engagement and on-demand content.
- Shankar advocates for integrated media strategies for advertisers and content creators, leveraging the strengths of both TV and digital for enhanced consumer experience and higher ROI.
- The article suggests that data from digital platforms can inform TV programming, and TV brands can extend their reach through digital-first content.