Chalk some of that up to increased market fragmentation, but mostly it's a matter of Kobe's limited appeal.

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But that, too, points to a discouraging fragmentation in Indian politics: politicians and parties wildly popular in one state often fail utterly to appeal beyond their home regions.

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But this does not solve the broader marketing challenges that fragmentation of audiences has brought to the table.

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Media fragmentation has led to not only an abundance of choices for consumers but an abundance of challenges for brands.

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But, according to Dr Arye Carmon, the president of the Israel Democracy Institute, the resulting fragmentation is too high a price to pay.

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