Charu Malhotra, Co-founder & Managing Director, Primus Partners, shares her view on the broadcasters focusing on categories with mass appeal or underserved niches—areas where consumption is habitual, differentiation is possible, or advertisers seek assured reach. She highlights movie channels, music, regional entertainment, and devotional programming as examples that attract steady audiences and predictable advertiser interest, adding that sports and kids’ genres also show strong viewer stickiness.