Chrome to give out North-East viewership data

Television viewers in the North-Eastern region prefer local content more than national channels, says Chrome Data Analytics and Media.

Media advisory and consultancy Chrome has launched its N-E unit to provide weekly report on the viewership patterns and preferences of consumers in the region.

This is the first time any comprehensive mapping is being done in the region, according to Mr Pankaj Krishna, Founder and Chief Executive Officer, Chrome.

“The North-Eastern region was a major blind spot to every broadcaster and advertiser. I am confident that the findings and weekly updates will help in formulating a better mix of content and distribution strategy for broadcasters, and better return on investments for advertisers,” said Mr Krishna.

So while Discovery is the most viewed infotainment channel nationally, Nation Geographic has a larger pull in the region. TAM is present only in Guwahati and data from there is extrapolated for the entire region, he said.

“Currently most advertisers, media planners and buyers look at data pertaining to Guwahati alone and are forced to assume that the same is true for all other States across the N-E. This is not at all the case, since many channels are available either only in Guwahati or in Assam,” said Mr Jeffrey Crasto, Executive Director, Chrome.

Chrome is also working towards mapping data from Jammu and Kashmir soon.

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