Do not divide - and rule!
Premjeet Sodhi, President, Initiative, Lintas Media Group, says the problem faced by consumers of media research is a lack of open systems. The choice one gets is whether one wants to buy the product or not. There is not much scope for breaking up the total solution and buying components from across vendors. This is the era of plug-and-play but our media research providers are not ready to divide their systems.
Premjeet Sodhi, President, Initiative, Lintas Media Group, says the problem faced by consumers of media research is a lack of open systems. The choice one gets is whether one wants to buy the product or not. There is not much scope for breaking up the total solution and buying components from across vendors. This is the era of plug-and-play but our media research providers are not ready to divide their systems.
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