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Our Bureau

Mumbai , May 3

Audience Measurement & Analytics Ltd (aMap), an overnight audience ratings service, Optimum Media Solutions (OMS) - a media independent agency, and Mudra Institute of Communications Ahmedabad (MICA) signed a Memorandum of Understanding (MOU) to set up a laboratory "aMap OMS Audience Research laboratory" at the MICA campus.

These three organisations from different domains (Media Planning and Buying, Audience Measurement, and Communications Management) will pool their expertise, experience, and resources to do research that would influence the way media is planned, bought, sold, and used. The beneficiaries of this research would include advertisers, media planners and buyers, broadcasters, social scientists, academic institutions, and public policy planners.

The Lab will operate under the directions of its Advisory Council. It would work with experts in social sciences, psychology, anthropology, advocacy and marketing research to bring in different dimensions for exploiting audience research data. The research output of the laboratory will be an intellectual property of all the three organisation.

According to Mr Atul Tandan, Director, MICA, "A research laboratory with latest audience metrics on campus will help us achieve the mission of developing creative media professions and taking the MICA education to a higher level of conceptual delivery. The set of extremely intelligent students base will be able to apply their knowledge of data analytics to develop cutting edge tools and systems to bring out insightful research publications.

"The MICA faculty will be able to get hands on exposure to Industry databases and undertake high end research, as access to aMap data will be provided on a daily basis across wide demographics. Historical archives of aMap data will also enable faculty to undertake longitudinal studies about changing choices of India television Audiences."

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