We know how much he has integrated into all things digital, and it was hence appropriate to ask him this question. Here’s Dr Bhaskar Das in the April 3 edition of Das ka Dum. Read on…

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Q. For a change, we won’t ask you a forecast for 2023-24 in terms of adspends. How much do you think will technology take over the way media conducts itself?

A. That technology would play, if not playing already, increasingly a dominant role in every facet of media is a GIVEN. The question is not how much, as much as: by WHEN. Any significant player of media or user of media would ignore the reality at her/his peril. Period.