Hemant Mehta on “The Media Dark Research Release” at #ZeeMelt 2017

Animesh Das, September 14, 2017

Kantar's Hemant Mehta presents data that validates the importance of the mobile phone in the traditionally viewed media dark areas of India.

63% of rural India has television penetration that is far lower than the national average of India. They are large contributors to business, especially for FMCG companies, but they are hard to reach. Kantar IMRB’s Hemant Mehta shares a study on how to reach these “Media Dark” consumers.

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