The Hindu Business Line : New broadcasting platforms will pose challenge to research outfits

WHILE the introduction of broadband, direct-to-home (DTH) and mobile television in addition to the existing cable system heralds exciting times for the Indian consumer, it's a challenging time for market research agencies such as TAM Media Research.

"India is on a threshold of an explosion (in the broadcasting sector) and it would be challenge. We are currently trying to understand the marketplace and how it will evolve," said Mr John Hall, Director, Media Technology Group, Nielsen Media Research that owns TAM India.

He added that while the company was technologically geared up to meet the requirements of the emerging scenario, certain adjustments would have to be made.

Mr L.V. Krishnan, Chief Executive Officer, TAM India, said that India is going to be a unique market where all the broadcasting platforms are likely to co-exist.

"I do not foresee one platform making way for the other. The Indian broadcasting industry has been growing at a whopping 10-12 per cent, which is much higher than growth rates in other countries."

Meanwhile, TAM India is also on an expansion mode. It is looking at the possibility of monitoring advertisements aired in multiplexes.

It has also developed capabilities for conducting audience measurement research for radio.

"However, the existing licensing policy and radio norms are not conducive to allowing more operators. This research is expected to take off once the number of players goes up," said Mr Krishnan.

The Indian outfit has also started getting backroom work from its UK operations. Ads sent from UK are coded in India and this has emerged as a good opportunity.

Also, the research agency is coming up with a Global Creative Product wherein subscribers would be able to access advertising creatives for brands across the world.

"Just by a click of the mouse, an advertiser or an agency can access advertisements of brands created at any part of the globe," said Mr Krishnan.

More Stories on : Marketing Research | Radio/TV

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