5. Evolution of Media Function : The front end Insignificant part of a full service agency : Till TV (TRP) Significant part of a full service agency : Till Zee TV Critical part of a full service agency : Since Zee TV Beginning of media unbundling : Since recession (CMB/AOR) Unbundling of agency : Since Carat Media Service = Independent Business : TODAY Media specialists in Europe From:3% in 1980 To: 67% in 1997