This is a follow-up to/continuation of Ambi Parameswaran’s recent Business Standard write-up. Appointment viewing, by definition, is “setting time aside to watch particular television programs”. If I move it beyond TV, it would be “appointment-based content consumption”. A good example is the…

From being a ‘second screen’ (to a TV or laptop/desktop being the ‘first’), the smartphone has comfortably become the primary screen for everything these days. We have the phone next to us when we are watching TV, when we are reading a…