Content is the king irrespective of the medium - may it TV or publication. A higher viewership in TV or a larger circulation in newspaper does not mean the content is good. Our association with the program should enhance our brand value, its all about yielding good ROI in the long run. Associating with a poor content not only poorly yield results but also make the brand sunk. Rating is just a quantifying tool.
There is dichotomy between Quality and Quantity. Indeed, a good media selection places on content & perception than numbers and ratings!!!
