and too many alternate options of engagement are gradually eating into the time spent before the box. Although Ind still spend nearly four hours a day watching TV, the shift to alternate screens is happening fast. Broadcast TV now faces a media landscape which its once prime position is being threatened. A shift in socio-cultural preferences is igniting this change in viewing habits. Cord cutting, as the phenomenon of actually giving up your Cable or Satellite connection which is quite apparent in markets like the US, is now slowly making an entry into Indian homes. I know many people who now access all their news and entertainment via Internet and on demand is becoming more dynamic and democratic than ever before. As broadcasters, we can propagate programmes online and on demand, and if we can catch the viewers attention, they will be discussed and recommended by thousands of people on social networks in real time, becoming instantly accessible by new viewers.