By Shripad Kulkarni

There’s a Tsunami warning of a Digital Earthquake in the media ocean.

A few years back, a big earthquake happened, far away into the sea. It was named ‘digital’. Lots of media scientists have been watching and tracking its accelerating movement to the media shores!

The shallow waters of C19 have shown us the height of the waves, which are headed ashore. So, in many ways it’s a warning signal, for those closely paying heed.

The first to be hit will be the long tail of media, which is near the shores and on shaky grounds.

So, what should Long Tail Media do?

First, a structural audit. Are you on firm grounds with a definitive role in the lives of a significant audience after the tsunami hits the shores? Or are you just an add-on vehicle in the network to battle the daily buying bazaar? If Not…..

Can you transform and have a role in the lives of a significant audience after the tsunami hits the shores? If not…

Plan a move out of its way! Now it WILL hit Indian Media shores by festive 2022!

Shripad Kulkarni is a veteran media professional and educator. He currently advises a host of advertisers and agencies. He can be reached at sk [at] shripadkulkarni.com. His views here are personal