Advertisements are the most powerful means for communicating the marketing message to the target audience. The presence of likeable attributes in ads has profound effect on the mindset of the audience and results in creating a positive image about the ads and consequently, the brands. This article focuses on understanding and using likeability in television commercials.

The telecom services have been recognized the worldover as an important tool for the socioeconomic development of a nation. Telecommunication is one of the prime support services needed for rapid growth and modernization of various sectors of the economy. It has become especially important in the recent years because of enormous growth of information technology and its significant potential for the impact on the rest of the economy. Therefore, making the development of an adequate telecommunication infrastructure has become one of the major goals of policymakers. The `adequate' level of telecommunication infrastructure in a country is necessary from both a policy and business point of view. The Government of India has already taken a number of initiatives in this direction. As a result, telecommunication infrastructure has registered a remarkable growth in India. This paper mainly aims at studying the present status of telecommunication infrastructure in India. The paper also provides an overview of the uphill journey of Indian Telecom sector.

Telecommunication infrastructure and economic development are tightly linked. The `adequate' level of telecommunication infrastructure in a country is necessary both from a policy and a business point of view. Rapid expansion of Information Technology Enabled Services (ITES), especially e-commerce and e-governance, in the past few years has forced the government to provide adequate telecommunication infrastructure (Chrishna et al., 1999). Therefore, making the development of an adequate telecommunication infrastructure has become one of the major goals of policymakers. Telecommunication infrastructure consists of many components. It is a combination of civil works, towers, antennae and cables, coupled with hardware and software comprising access, switches and transmission systems that constitutes the telecommunication infrastructure. Optical fibre cables, terrestrial wireless, satellite systems and Internet are all key components of the modern infrastructure. Rapid growth of the Internet has also created a huge demand for the broadband access.

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