On a leading podcast, Palki Sharma (ex-WION, now FirstPost), a leading face of the new age digital indian media, claimed that over 80% of other viewers of indian infostories and news were men. Her next question was more pressing, and rightly so, coming from a lady who loved journalism so much, "Please help me understand what the women of India are watching?" This question is neither new nor unsolved. The television media at the dawn of the millennium had a similar question for itself. As TVs had penetrated homes, broadcasters had realised that a massive half of the population was simply missing out form the audience. The answer to it came from Ekta Kapoor, who revolutionised the soap opera scene in India. When the "serials", as they were referred to, took over, it brought the broadcasters a new mass of viewers, neatly segmented as the daytime audience and evening shows. This move not only altered the course of media, but also advertising and consumer behaviour. For ...