Ekalavya Bhattacharya, Head of Digital, MTV India, says that initially social media was looked up only as a marketing tool. But he feels that today social media has also become a way of communication.
He mentions that, unlike most of their competitors, their core objective is to get more and more audience engagement, which at times also makes them sacrifice their TRP ratings.
In this video, he explains how MTV ties back their social media activities with the TRP of the program.
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