MAM
‘Sohrabji’s Tips ‘
The reason why ratings are consistently dropping for all the top GECs in markets like Delhi, UP and Punjab is because there’s a huge amount of viewership happening on the second TV set, which is not getting captured. The study showed that almost 30 per cent of homes in these markets have a second TV set and it was making an impact.
“We did an analysis on who views them and what kinds of programmes are watched on the second TV set versus the first TV set. We found that on Sony, a lot of sampling happens on the second TV set on new shows like Indian Idol before the show becomes popular. Even on Star Plus, the shows like Kyunkii… and Kasauti… are largely viewed on the first TV set. On the other hand, the new shows like Dekho Magar Pyar Se were watched on the second TV set because maybe the younger women in the house were more interested in that. Then we also tracked programmes that males and kids watched on the second TV sets,” informs Sohrabji.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
