MAM
IAA Debate: Will mobile take over TV as primary screen three years from now?
MUMBAI: With mobile proliferation in the country and the advent of 4G, the big question remains whether mobile will be the primary screen for news and entertainment in India in three to four years from now?
At Melt 2015, the Indian Advertising Association (IAA) organised a riveting debate on the same with a panel comprising Times Now editor in chief Arnab Goswami and The Hindu MD and CEO Rajiv Lochan, who teamed up to debate against the motion, whereas Madison Media group CEO Vikram Sakhuja and The Quint.com founder and seasoned entrepreneur Raghav Bahl argued for the motion.
ET Now journalist Sonali Krishna moderated the debate. The audience, which comprised the who’s who of the media, advertising and marketing industry, was the ultimate judge of the debate.
All four participating members were given seven minutes to put forth their argument. Sakhuja kick started the debate by basing his argument on the power and features of a smart phone and also the connection that the device has built with consumers in recent years. He was of the opinion that the mobile is something that a person picks up the first thing in the morning and puts down the last at night. The prime connect of Sakhuja’s piece was when he asked people in the audience who had a mobile to raise their hand. Of course, it came as no surprise that the entire hall put their hand up.
However, that aside, his opponents also made sensible rebuttals to portray counter arguments. The prime base of Sakhuja’s argument was the ability of mobile phones and how it enables consumer to consume content while in motion.
Goswami, who in his inimitable style kept putting counter facts and figures in between Sakhuja’s speech initially, took to the floor by basing his piece on the reach and accessibility of television as opposed to the limitations of the mobile phone. Goswami said that the hands that went up when asked if they had a mobile phone, do not represent the entire country and there are people beyond them too who have limited access to smartphones and high speed internet.
Goswami also focused on the affordability quotient and how by paying certain sum of money, an entire house consisting multiple members can enjoy action on television while the investment is way more when it comes to consumption of content on mobile phones, which is less mass and hence gets lesser reach or viewership as compared to television.
Though Goswami’s opponents made numerous attempts to break him by interrupting and putting forth questions, as always he was least deflected and managed to put way more in justifying his stand.
Giving a pass to the mumbo jumbo of statistics, Bahl justified his stand by speaking about consumer behavior and how it can change drastically within a short span of time. He stated the example of mobile phone and the high initial rates associated with it, which in turn placed it as a product for the elite class and totally irrelevant to the middleclass or lower middle class. However, in a short span during 2001 to 2005 everything changed drastically and now a vegetable vendor sits with his cart and sends the vegetable price to consumers over mobile phone using Whatsapp. Many in the audience appreciated Bahl’s arguments and examples as the foundation of his argument was that statistics are derived from past occurrences and hence predicting the duration required to bring a change in consumer behavior on the basis of available statistics cannot be justified.
Not missing the chance even once, Goswami and Lochan interrupted him at numerous occasions. However, one such instance turned into a light banter between Goswami and Bahl, which got the audience on the edge of their seats. Bahl, during his speech, mentioned, “News is consumed in bits and bytes,” to which Goswami countered by saying, “I run a two hour long news show, which cannot be called as bits and bytes and is widely watched.” Bahl immediately launched the direct war by saying, “The show you run is not news but opinion.” Not letting Bahl continue with his point, Goswami retaliated by saying, “Raghav, you launched a news channel, which never managed to get half my ratings.”
However, before things could go out of control, Krishna interjected and called for the debate to go on smoothly.
Adding more substance to the few points already made by Goswami, Lochan also touched upon the qualitative aspect and his major issues were poor available infrastructure, which is in a buffering mode. He also made a point on the basis of health issues and stated mobile phones are a hazard to health and hence there are possibilities of people refraining from using the device.
Once the four speakers had put forth their points, in the concluding statements they acknowledged all the arguments put forward.
A message that Goswami repeatedly tried to convey through his comments, which were directed towards Sakhuja – a media planning and buying representative, was that Sakhuja was standing on the wrong side and should make a shift. The message was not only directed at Sakhuja but was an indirect attempt to convey that television is still the primary screen and advertisers should rate them undisputedly.
After rounds of arguments and counter arguments there was no clear winner that was depicted through audience reaction. However, IAA president Srinivasan Swamy declared Goswami and Lochan as the winners of the debate, which was considered as the official verdict.
When applying for a loan, many borrowers focus on interest rates and credit scores. While these matter, lenders also rely on another key measure to judge whether a borrower can realistically manage repayments. This measure is FOIR, or Fixed Obligation to Income Ratio. It plays a central role in determining both loan approval and EMI comfort.
Understanding FOIR helps borrowers plan better and avoid taking on repayment commitments that stretch finances too thin.
What FOIR Means in Simple Terms
FOIR measures how much of a borrower’s monthly income is already committed to fixed obligations. These obligations include existing loan EMIs, credit card dues, and other long-term repayment commitments.
The ratio is calculated by dividing total monthly obligations by monthly income. The higher the ratio, the less room there is for an additional EMI.
Lenders use FOIR to answer a practical question. After meeting existing commitments, does the borrower have enough income left to service a new personal loan comfortably?
Why Lenders Rely on FOIR
FOIR helps lenders assess repayment capacity in real terms. Credit scores show past behaviour, but FOIR focuses on present and future affordability.
Even borrowers with strong credit histories may face rejection if their FOIR is already high. From a lender’s perspective, a borrower with limited disposable income is more vulnerable to missed payments during emergencies or income disruptions.
By using FOIR, lenders aim to reduce default risk while ensuring borrowers are not overburdened with EMIs.
For borrowers who meet criteria such as a stable monthly income and a CIBIL score of 710 or above, FIRSTmoney Personal Loan by IDFC FIRST Bank provides a 100% digital loan up to ₹15 lakh in as little as 10 minutes for an approved loan offer.
Typical FOIR Expectations in India
There is no single fixed FOIR threshold across all lenders, but certain ranges are commonly used.
In many cases, a FOIR of up to 40 or 50 per cent is considered manageable for salaried individuals. Higher-income borrowers may be allowed slightly higher ratios due to stronger financial buffers.
For self-employed applicants, lenders may be more conservative, given income variability. These ranges directly influence whether a personal loan is approved and at what EMI level.
FOIR and EMI Affordability
FOIR does not just affect approval. It also influences how much EMI a lender is willing to sanction.
If existing obligations already consume a large part of income, lenders may approve a smaller loan amount or suggest a longer tenure to keep EMIs lower. This ensures the total obligation stays within acceptable FOIR limits.
Maintaining control over the borrowed amount can also help in managing these ratios. FIRSTmoney Personal Loan allows for multiple on-demand withdrawals from an approved loan offer of ₹50,000 to ₹15 Lakh, where interest is only charged on the amount withdrawn.
Borrowers can use a personal loan calculator to see how changing the loan amount or tenure affects EMI levels and overall affordability before applying.
How FOIR Impacts First-Time Borrowers
First-time borrowers often underestimate how existing commitments affect eligibility. Credit card dues, even if paid regularly, are included in FOIR calculations.
This can come as a surprise when approval amounts are lower than expected. Understanding FOIR early helps set realistic expectations and prevents unnecessary applications that could affect credit health.
Using a personal loan calculator alongside a review of current obligations gives a clearer picture of what is affordable.
Improving FOIR Before Applying
FOIR is not fixed. Borrowers can take steps to improve it before applying for a loan.
Reducing existing EMIs by closing small loans or paying down credit card balances can lower FOIR. Choosing longer tenures for current loans may also reduce monthly obligations, though this increases overall interest cost.
Choosing a loan that features zero foreclosure charges helps borrowers clear their debt whenever they have excess liquidity. For example, FIRSTmoney Personal Loan allows users to close their loan at any time via the app without penalty, making it easier to manage total fixed obligations.
Stable income growth improves FOIR naturally, as higher income reduces the ratio even if obligations remain the same.
FOIR Versus Loan Eligibility Tools
Many online tools show loan eligibility based on income and credit score. However, these tools often give optimistic estimates.
FOIR acts as a reality check during the final assessment. This is why borrowers may see differences between initial eligibility results and final approval terms.
Using a personal loan calculator with conservative assumptions helps align expectations with actual lending outcomes.
Conclusion
FOIR plays a critical role in personal loan approval and EMI affordability by linking borrowing decisions to real income capacity. It helps lenders assess risk and ensures borrowers are not stretched beyond comfort. By understanding how FOIR works and using tools like a personal loan calculator to plan EMIs realistically, borrowers can approach lending decisions with greater confidence. With structured assessment frameworks and transparent processes, FIRSTmoney Personal Loan by IDFC FIRST Bank continues to support responsible lending, offering instant loan disbursal up to ₹15 lakh within 10 minutes.
