Financial Daily from THE HINDU group of publications
Thursday, May 05, 2005
Financial Daily from THE HINDU group of publications Thursday, May 05, 2005 |
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Marketing
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Marketing Research TAM Media wing ties up with news monitoring agency Our Bureau
Chennai , May 4 TAM Media Research's PR and content analysis wing, Eikona PR Track, has tied up with Esha News Monitoring Service, an agency that is said to track 90 channels in India. "TAM Media Research has noticed the growing usage of TV editorial content to shape and create perceptions. This needed timely and advanced TV monitoring techniques coupled with world-acknowledged approach towards editorial research and analysis," said Mr Atul Phadnis, VP, TAM. The tie-up has come at a time when TAM, which primarily measures TV viewership and ad spends, has started observing the "increasing need to monitor and analyse" PR and content. Its spokesman said that while Eikona will use its own resources to monitor content in newspapers, magazines, Internet and trade journals, its association with Esha will help it track television. According to a TAM press release: "To provide a perspective of news channels alone, if one just looks at the 25 news channels currently in India, a corporate has to monitor 20,000 hours of news every month. This calls for a dedicated and a specialised service."
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