Business Daily from THE HINDU group of publications
Thursday, Nov 23, 2006
ePaper
Business Daily from THE HINDU group of publications Thursday, Nov 23, 2006 ePaper |
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Marketing
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Marketing Research aMap enters new markets Our Bureau
Mumbai , Nov. 22 Audience Measurement and Analytics Ltd, more commonly known as aMap, announced on Wednesday that it has reached 6,000 metered homes in India. The company has also entered three new markets — Jammu, Guwahati and Bihar & Jharkhand. "We are committed to the industry in continuing with the most robust and sophisticated system that addresses the needs of the changing mediascape," the Director, Mr Francis Howard, said in a news release. aMap currently has ten paying subscribers including NDTV, Zee, CNBC, Aaj Tak and Sahara. However, a total of 46 television channels utilises its services in one form or another. The company collects viewer data electronically. Each meter is connected to a GSM modem. At 2 a.m. every day, central servers at the aMap data centre begin calling panel homes to collect the data stored on the meters during the previous day. The data is then analysed and made ready for clients the same morning. aMap identifies panel homes on the basis of an establishment survey; 20 per cent of panel homes are replaced with new homes each year.
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