Why are digital media guys so dismissive about ‘offline’, or mass media. At a two-day workshop on digital marketing by afaqs!Campus last month I came across this again and again. The trainers, good minds from some of India’s best agencies, were completely contemptuous about TV, print or other media. Large parts of the young audience seemed to mirror their opinion. So do many people in the media and entertainment industry, media students and other people I meet in the course of work. TV, print, radio, outdoor or other mass media are seen as dinosaurs that will die. And in conversation they are already dead. Young people seem to think that digital is where the world exists and everything else doesn’t matter. Not only that, the bosses at some of India’s largest media buying agencies talk as if digital death is imminent.u00a0

Hand-in-hand: India is going to be a television and newspaper market for very long. So instead of being contemptuous of offline, it might make sense for the online guys to start working with it.