• Investment World
• eWorld
• Catalyst
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources

Group Sites

• The Hindu
• Business Line
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Our Bureau

New Delhi , Feb. 7

DO you know whether the brands placed in television or films are making an impact or not? In order to help advertisers and media planners to evaluate brand placements, iTVX (a New York-based product placements valuation company) and Media e2e (a strategic media studies group based in Mumbai and Hong Kong) have decided to set up a joint venture to cater to India, Pakistan and Sri Lanka markets.

The two companies will join forces to provide India's branded entertainment clients the iTVX system to help forecast, measure and validate the "quality" of product integrations deals. Currently the iTVX system, is being utilised in 15 countries especially in Japan, where Hakuhodo DY media partners after testing the system just secured a Master License for the system.

While the foreign company will provide the technical inputs, Media e2e, will bring to table its expertise to expand India's understanding of new concepts that are emerging in an increasingly complex media environment. The system will allow iTVX's global brands such as Unilever, which is also India's leading advertiser, to measure product placement performance in TV and movies via the Internet immediately after its showing. "This will eliminate what has been the brand manager's logistical nightmare of sending taped copies for verification and return on investment analysis," said a statement.

Although, the system rolls out on February 15, Media e2e has conducted previews.

"The response has been extremely positive as we are satisfying a very important need for product placement measurement and ROI accountability," said Ms Julie Petersen, Partner at Media e2e who formerly headed the Strategic Planning and Research function for Star TV.

More Stories on : Brands | Alliances & Joint Ventures

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
TTK Prestige to use US expert's name to tap high-end segment

Copyright © 2006, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line