<p>"Unconventional Media: Going beyond Ratings and Readership" was one of the topics for discussion on the occasion of the launch of Pitch Madison Media Advertising Outlook 2014.</p><p>For any marketer the usage of unconventional media would vary accordingly as per the kind of product and the consumers it caters to. However the theme of the media would matter more than the platform. The panellists in the theme "Unconventional Media: Going beyond Ratings and readership" agreed unanimously to the above fact.</p><p>Starting the discussion Vanita Keswani, COO at Madison Media Sigma asked Salil Kapoor, COO, Dish TV on how a platform like DTH can be used as unconventional media. Salil focussed that as a DTH platform it offers far more reach than a General entertainment channel in terms of storytelling. According to him, as marketers find increasingly difficult to tell their stories in thirty seconds, a DTH player offers them thirty minutes to do that and marketers should grab that opportunity.</p><p>Gagan Singla, VP- Digital Marketing, Quickr.com insisted on analytics and geography oriented targeting (place specific) as examples of unconventional media. He also highlighted the example of e-classifieds which according to him was unconventional usage of content on quicker.com.</p><p><a href="http://pitchonnet.com/blog/2014/02/20/marketers-grab-30-minutes-storytelling-time-dth-offers-salil-kapoor-coo-dish-tv/">Keep reading...</a></p>