One such example of a successful assimilation of content across media is that of The Living Media Group which has become synonymous with communication in India for over 25 years. It has developed from a printing house to an extensive multimedia group catering to the needs of an ever growing, discerning audience, both within the country & abroad. The flagship magazine, India Today is the most read magazine in India in any language. The Group also caters to niche segments like Business - with Business Today, IT industry - with Computer’s Today, Leisure - with India Today Plus, Women - with Cosmopolitan. Apart from being present in print, the group is also well known for its functions in Internet with its online newspaper as well as in television with Aaj Tak - the number one news channel of the country. With the emerging need to provide news round the clock & the Group’s policy of growth and diversification into different media, the company has launched the 24-hour news channel, in 2000. The reason for the success of the channel has been the appropriate identification of need gap that existed before the launch in the news genre. The channel created a totally new idiom in news television in India, differentiating itself from the present fare that tends to be formal, traditional, serious, repetitive and boring.
Similarly, in the case of Eenadu group after having a strong brand presence in the print medium, ventured into the TV industry with a Telegu Entertainment satellite channel and now successfully launching other regional channels.

The scope for diversifying is limited not just to electronic media, but also to print wherein one successful case is of The Times of India Group.
The Times of India remains the core product - the flagship brand of the group and most opportunities are centered around this. The group was the pioneer in launching separate supplements for different cities and making the medium more localized and hence bringing the content closer to its audience. Magazines such as Filmfare and Femina have carved out very special niches for themselves. Expanding into ground events has further helped in giving mileage to the brand.
Looking at the international scenario, Time Warner has been unbeaten in combining the synergies and multiple efficiencies of its business to provide a complete different experience to its audiences across the globe. With its diverse presence in Broadcasting, Music, Filmed Entertainment, Publishing, Interactive services, it has maximized value to its audience and has been able to transform the landscape of media & communications
To sum up, India with its vast population could prove to be extremely helpful in restructuring the way media giants operate today, only if identified properly. Diversifying is a mean to innovate but not the result in itself. The Indian economic indicators such as the rise in disposable .