About IMA
IMA is a niche economic, business and market research firm that provides insights and analysis to top management audiences in India through multiple channels. For over two decades, IMA’s research and opinion has informed the perspectives of investors, industry and government. IMA is the country’s largest peer group platform for top functional executives, comprising more than 2,500 Indian and global business/functional heads from over 1,500 member companies.
IMA Analysis & Opinion Papersmore
Ongoing updates on critical business issues for peer group members
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Monetising the Digital Boom
Wednesday June 11, 2025
In 2024, according to EY, while India’s overall media and entertainment (M&E) sector grew by just 3.3% (to Rs 2.5 trillion) the digital media segment grew 17%, overtaking television to become the single-biggest segment (~32% of the industry). By any measure, this is an inflection point, one that is powered by surging smartphone usage, affordable data and the rapid adoption of 5G
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Blink and You’ll Miss It
Wednesday June 11, 2025
According to Gloria Mark, author of ‘Attention Span: A Groundbreaking Way to Restore Balance, Happiness and Productivity’, the average employee switches tasks every 47 seconds, down from 2.5 minutes in 2003. With attention spans today averaging just 8 seconds, internal communication is operating in a landscape where focus is fleeting, and distraction is constant. Employees process the equivalent of 34 GB of data daily, from Slack messages and emails to meeting invites and app notifications
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