Munish Vaid, Vice President, Primus Partners, shared his view that while the decline of certain channels represents a cultural loss given their role in shaping youth trends, the market is adapting commercially as advertising spend shifts to platforms where audiences now reside, including social media, YouTube, OTT, and targeted digital campaigns. He noted that although quality English-language content can find niche audiences and critical acclaim on OTT, monetisation remains challenging due to lower ARPU compared to traditional high-CPM television slots, unless supported by multi-territory licensing, ad-led revenues, or platform exclusivity.