The Future of Television Belongs to the Viewer, Says Partho Dasgupta


Television, once ruled by fixed schedules and limited channels, is now entering a powerful new phase driven by the audience. Partho Dasgupta, former CEO of BARC India and a respected voice in media strategy, believes the balance of power in entertainment has shifted. Viewers now decide what they want to watch, when they want it, and on which platform, making personalization the new definition of prime time.

Partho Dasgupta explains that digital innovation has completely transformed how content reaches people. Streaming platforms, smart devices, and on-demand services have replaced the rigidity of traditional television. Audiences today are no longer bound by timings or networks; they curate their own entertainment experiences with full control and choice.

He points out that this change is not just technological but cultural. Viewers are increasingly drawn to quality storytelling rather than specific channels or broadcasters. Partho Dasgupta notes that the modern audience follows the story, not the screen, as popular shows and creators move seamlessly across digital platforms.

According to Dasgupta, this audience-first era has challenged traditional broadcasters to evolve. Many networks are now combining live broadcasting with digital streaming, offering flexible and interactive formats. This shift allows them to stay relevant in a world where audiences value freedom and engagement more than routine programming.

He also highlights the role of data and analytics in shaping the television of tomorrow. By studying viewing habits and preferences, media companies can deliver more personalized and meaningful content. Partho Dasgupta believes that the future will depend on blending creativity with intelligent insights to serve audiences better than ever before.

Partho Dasgupta further emphasizes the growing inclusivity within entertainment. With the rise of regional content and independent creators, viewers now have access to diverse stories and perspectives. This democratization of media, he says, has opened doors for new voices and enriched the storytelling landscape.

In conclusion, Dasgupta asserts that the age of passive watching is over. The viewer now holds the power of choosing, shaping, and influencing what dominates the screen. The future of television, he says, truly belongs to the audience: informed, empowered, and endlessly curious.

Read More: https://www.outlookmoney.com/outlook-money-spotlight/cord-cutting-revolution-partho-dasgupta-explores-traditional-cable-tv-shift-8898

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