Financial Daily from THE HINDU group of publications
Wednesday, Aug 04, 2004
Industry & Economy - Radio/TV
aMap brings TV ratings online
Mr Frank Howard (right), Non Executive Director, Audience Measurement and Analytics (P) Ltd, and Dr Matthias Steinmann, Founder and CEO, Telecontrol AG, at a press conference in Mumbai on Tuesday. -- Shashi Ashiwal
Mumbai , Aug 3
MEASURING TV viewership is set to change with the entry of India's first online audience rating service - aMap (audience Map) - from Ahmedabad-based Audience Measurement and Analytics.
TV viewership data is gathered every morning between 2 a.m. and 4 a.m. by central servers, making a cellular telephone call to the meters installed in sample homes. These reports arethen immediately available online to subscribers, through a virtual private network (VPN) connection.
Currently, 1,000 people meters have been installed in Mumbai (400), Delhi (400) and Ahmedabad (200), and may be increased to 20,000 in 24 months. This will make India the country with the largest sample size for television ratings compared to the US, which has 5,000 meters.
The technology for aMap has been sourced from Telecontrol AG (part of the GfK group), a Swiss electronic TV-audience measurement system that is widely used in eight countries across Europe, and Swiss Broadcasting Corporation.
aMap, by providing TV ratings overnight, will bring in greater efficiency to the Rs 4,500-crore television advertising market in India.
Prof Matthias Steinmann, inventor of the people meter and Founder CEO, Telecontrol AG, said, "What we are introducing is an advanced TV audience measurement system that has evolved into its present form with decades of experience with broadcasters, media planners, buyers and advertisers in a number of countries in Europe. With the launch of aMap service, India will become Asia's first overnight, online TV audience rating provider."
Mr Raviratan Arora, MD, Audience Measurement & Analytics (P) Ltd said, "Availability of TV viewership data the next day will redefine the way media selling, planning and buying is handled. aMap is an enabling and empowering system for the decision-makers. aMap can help media buyers and planners get a 360 degrees view of their audience and target them precisely. It is a broadcasters' delight when it comes to developing their sales strategies and pitches sharply."
Mr Tapan Pal, CEO, Audience Measurement & Analytics (P) Ltd said, "Our research in India showed that a significant number of opinion leaders in audience measurement metrics felt the need for a state-of-art audience measurement system, which is rigorous and comprehensive enough to handle a complex multi-layered Indian audience. aMap allows a great deal of flexibility with a host of features. We can also build client-specific modules."
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