MAM
set2view: who’s watching the 2nd TV home viewer?
TV Pulse 2005, the annual research initiative put together by the Joint Industry Body (JIB) and Tam Media, series continues with the paper – set2view:who‘s watching the 2nd TV home viewer?
The award winning research paper at Emvies 2005 has been put together by MediaCom India.
How often have media planners been asked ‘why are some markets in the hindi-speaking zone consistently lower in delivery than the average?‘
Up until now, all TV optimisation software in India took into account channel, daypart, genre mix and more recently ‘intensity of viewing’. Mediacom India’s award winning paper at Emvies 2005 hypothesizes that TV Optimisation will be complete once it incorporates the new and growing dimension of TV viewing patterns – viewing on the 2nd television set.
This paper’s ‘research idea’ was to establish that there exists a new dimension to TV Optimization that has hitherto not been identified or addressed by any TV planning database or software! Taking the industry lead in India, in a first of its kind endeavour in the country, we approached TAM to do an exclusive analysis for us.
What the study found was that while a relatively small 7% of overall TV homes have multi-TV sets – the number looks much healthier as we move up the SEC as well as in specific ‘hindi-speaking’ markets!
Overall, 16% of SEC-A homes have more than one TV set
In markets like Delhi, UP, Punjab – almost a third of SEC-A homes are multi-set homes
And, almost 18-20% of SEC-B homes are impacted
Questions we raised:
Is our overall picture of ratings & viewership being distorted by not acknowledging this growing ‘multi-tv set’ trend?
More important, what is the impact on the overall media plans?
Are we sub-optimally addressing a growing breed of potential consumers with the power to purchase?
set2view is a powerful insight which will gain even greater and wider proportions in years to come – because as multi-set homes gain in penetration, this will be a Discriminator to further fine-tuning SEC A as well as providing a life-style parameter to TV planning!
MAM
Omnicom Advertising appoints Rohan Mehta as Chief Transformation Officer
Veteran digital leader to unify capabilities across Kinnect, BBDO, TBWA\Lintas, McCann and Mudra.
MUMBAI: Rohan Mehta is about to transform the way Omnicom Advertising works – because when you’ve already turned a three-person startup into a 600-strong powerhouse, scaling an entire creative network is the next logical campaign. Omnicom Advertising has appointed Rohan Mehta as chief transformation officer, effective January 2026. In this pivotal group-level role, he will shape the capability architecture for one of India’s most influential creative collectives, integrating the strengths of Kinnect, BBDO, 22Feet Tribal, TBWA\Lintas, McCann, Ulka, and Mudra.
Mehta’s mandate is to convert individual agency excellence into a scalable, plug-and-play deployment model. This will make high-impact capabilities in Digital Media, Influencer Marketing, CRM, and emerging technologies easily accessible across the entire Omnicom network in India.
With a distinguished 17-year career in the digital and technology sectors, Mehta brings deep expertise to the role. He joins after a highly successful tenure as Founder and CEO of Kinnect (later FCB Kinnect), where he grew a bootstrapped three-person startup into a 600-strong, multi-award-winning agency. Earlier in his career, he honed his foundational skills in global IT infrastructure and service delivery at Allied Digital.
Mehta seamlessly blends technical rigour with creative innovation, making him ideally suited to lead Omnicom Advertising’s strategic transformation.
From building a digital agency from scratch to now unifying some of India’s biggest creative powerhouses, Rohan Mehta’s journey has been anything but ordinary. As he steps into this new role, he carries the rare ability to turn complex capabilities into simple, powerful solutions – exactly what a transforming advertising group needs in today’s fast-evolving market.
In an industry where change is the only constant, Omnicom has clearly decided it’s time to bring in a leader who doesn’t just adapt to transformation – he architects it.
