Charu Malhotra, Co-founder & Managing Director, Primus Partners, shares her view that categories appealing to mass audiences or catering to underserved niches make the most strategic sense for broadcasters. She notes that networks are increasingly focusing on segments with habitual consumption patterns, potential for differentiation, or where advertisers seek assured reach.

She highlights movie channels, music, regional language entertainment, and devotional programming as clear examples that attract consistent audiences and steady advertiser interest, adding that sports and kids’ genres also demonstrate strong viewer stickiness and loyalty.