Charu Malhotra, Co-Founder & Managing Director at Primus Partners, shares her view that while the move may be disruptive in the short term, it ultimately strengthens the ecosystem by ensuring broadcasters compete on genuine content quality rather than tactical placements. She highlights that TV will continue to offer mass reach for categories like FMCG, auto and durables, while digital maintains its edge in targeting and agility — even as some worry the shift could further erode TV’s remaining momentum.