India today is a youthful country and all brands are trying to be young. In a context where 24 -45 years old are being targeted as youth, building brands for the real youth (15-24 years) needs a new framework. It needs research that can experience youth's world from their side up by creating spaces for equal interaction. It needs brands to get away from the traditional need gap model, focusing more on the consumer's life links rather than worrying about what links them to the consumer.
This paper will trace the development of cable television in the U.S. from its early development for better TV reception in rural or remote areas, to the use of communication satellites to deliver programming across the entire country. We wiI I examine the dynamic growth of pay-TV and advertiser- supported cable, the fragmentation of TV audiences, and a major agency's (Ted Bates) approach to using this new medium.
By using a mostly forgotten research technique of observation, we were able to obtain, in an unorthodox way, a clear insight into how television, including the use of all new technology, is used during the commercial breaks. We were also able to build in a number of stringent checks on the quality of the data. But more importantly, having gained this insight, the task nature of the research allowed us both to apply the findings to day-to-day buying for the benefit of our clients and to project how the editing freedoms will affect the future.