Television

Perfect Monitoring to monitor cable transmission from 1 January

MUMBAI: Telecast monitoring organisation Perfect Monitoring Services has announced that it will now monitor cable transmission and report ad commercials released in them.

The data capturing will commence from 1 January, 2004. The first set of reports would be delivered on the Internet by 20 January. From thereon, the data would be dynamically updated on the Net, a company release says.

Till date, a large amount of ad spends are funneled into the cable-advertising segment without an organised data supplement to either audit the release or run an analysis. Media Houses refraining from sinking money on a media platform without research work, were forced to keep their activity on due to the staggering operational complication involved in monitoring cable transmission.

Perfect, which will be the first company to monitor cable transmission, says that it has identified more than 225 control rooms across more than 70 locations in India based on demographic reasoning for monitoring. All components from documents of association to equipment are said to be in place for this process.

The release further states that a great deal of input from advertisers, control room operators, multi system operators and agencies had gone into analysing the requirement and drafting the broad objective for this strategic line expansion.

Perfect discovered that monitoring of cable transmission will be a turning point in the cable-advertising sector, as valuable data can now be available for advertisers, even while they can simultaneously open a data window for scientific study of the medium.

Increase in ad spends due to streamlining of this segment seems to be a natural after-effect as the confidence of this medium among advertisers is pegged to build due to this monitoring system, the release says.

The data collection would happen at source and delivered to Perfect's data facility in Mumbai. Tagging of data including verification will be triggered through an optimised operational procedure.

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