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Purvita Chatterjee

Mumbai , Oct 18

HAVING subscribed to two different audience measurement systems of TAM and aMAP, the Zee network now prefers the latter.

Mr Ashish Kaul, Senior Vice-President, Essel Group, told Business Line, "TAM did enjoy a monopoly all this time but now aMAP provides a wider viewership base, and with its advanced technology, it gives you a clearer picture of where you stand and where your business is headed."

In fact, in the recent past, Zee TV did encounter differences in the data provided by both TAM and aMap over its `Time Bomb' programme.

It showed the ratings for its programme ahead of the popular K-serials of Star in the post-10 p.m. time slot.

"Since most of our ad money is parked in the outdoor medium, the ratings give a fair idea of the programmes which are not delivering and we do not mind making a course correction. After all we have to make our investments in real time," says Mr Kaul, referring to aMAP's online rating system.

However, aMAP has yet to sign up other broadcasters apart from the Zee Group and this includes the Star Group.

"We have signed up more broadcasters and will be announcing them shortly. However, the Star Group is yet to subscribe to us," said an official from aMAP.

Meanwhile, the MRUC (Media Research User's Council) has taken up cudgels on behalf of the broadcasters to provide more authentic data with regard to audience measurement techniques.

TAM too has issued a press release to outline some of the changes it intends incorporating in its data measurement techniques to cater to the imminent demands of the industry.

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