The need to grab consumer mindshare became increasingly important. This was the time when communication started to get its due status in the new business ecosystem. Doordarshan’s monopoly ended with the entry of private television channels and FM completely changed AIR’s banal way of broadcasting content. While these new entrants provided new-found opportunities for companies to advertise their products and services across the country, they also introduced a competitive way of disseminating news and views to the public. From just once-a-day coverage through newspapers, news gradually evolved into a 24X7 cycle.