TAM equipped to measure ratings on any platform


MUMBAI: Tam is ready to measure telivision ratings on any delivery platform - direct-to-home (DTH), broadband or conditional access system (Cas).

Once a minimum penetration level is reached, all that remains is the signals that track viewing. Primarily, the analog signals received from the cable operator's end are changed into digital signals via the set-top-boxes (STB) on any of the above mentioned platforms and hence makes tracking possible.

Nielsen Media Research media technology group director John Hall explains, "The philosophy of measurement is to keep it as simple as possible where one meter technology can cover all platforms. That's the easiest in terms of maintenance and operations. But from a capability standpoint, what we actually deploy is based on the needs of the market place. In a broadband market, for example, there is interactivity and if the market demands that we report interactive behaviour, we have techniques to do that. That might be a different adaptation of our meter system than just a more simple approach of just channel data collection."

However, qualitatively tracking ratings for different platforms is more of an engineering in terms of sample, reporting and maintenance for accurately reporting the penetration of any particular platform, Hall says.

Adds Tam media research vice president operations Joydip Kapadia: "Penetration is an important part of measuring but as far as the technology is concerned, all pictures come on television in the form of digital images. So primarily it is a digital signal. Whether the platform is DTH or broadband or Cas, monitoring is the same. Ultimately the picture that comes on the screen is digital. We have the technology that monitors digital picture, what ever the platform is."

Tam is ready for any platform. Says Tam India CEO LV Krishnan, "Whether it is broadband or Cas, we are moving from an analog system to a digital environment. Our two big technological hubs are Florida and Australia. So if tomorrow, DTH falls into place, we're ready. If broadband comes in, we're equally ready. And if Cas falls into place, no problem. That's our entire focus."

Nielsen has wide reach in the sophisticated US market where they have the ability to measure Personal Video Recorders (PVR) and time shift viewing. Says Krishnan, "Our country is not yet familiar with the concept of PVRs but you never know when it can come here. Today PVRs have touched 15 per cent penetration in the US and we think India might start looking at it too in due time. So we want to be one step ahead and be prepared for whatever new technology that will come in."

Once STBs come in, the name of the game will not be analog signals anymore; it will be digital signals only. So keeping that in mind, would there be new peoplemeters? "We have technology available for all kinds of platforms. The basic peoplemeters remains the same," says Kapadia.

Adds Hall: "A small software change or an additional plug-in would be all that would be required."

Is Tam tracking the viewership of Zee's DTH service? "No, we are not tracking Zee's DTH as yet. That's because it is in a nascent stage and penetration needs to start happening. When it happens and we reach mass of about three per cent to five per cent of the total 85 million homes, we will start tracking it. It needs to have a good sampling size," says Krishnan.

Latest Reads

Airtel TV valuation at $1.75 bn as Warburg Pincus picks up 20% stake

Confidence in the TV distribution sector seems to be returning, the OTT euphoria notwithstanding. Bharti Airtel today announced that it has struck a deal with Warburg Pincus under which an affiliate of the global private equity firm will acquire a 20 per cent equity stake in its DTH arm which...

DTH DTH Operator
Warburg Pincus to buy 20% in Airtel’s DTH arm

Global private equity firm Warburg Pincus will acquire up to 20 per cent equity stake in Bharti Telemedia Limited (Bharati Telemedia), the DTH arm of Airtel, for around $350 million. Of this, 15 per cent stake will be sold by Bharti Airtel and the remaining by another Bharti entity, which holds 5...

DTH DTH Operator
Dish TV reports improved operating profits for second quarter

BENGALURU: Hit by a double whammy–that of demonetisation and the implementation of the new goods and services tax (GST)–Indian media and entertainment (M&E) companies have been struggling to attain and/or maintain black in their financials.

DTH DTH Operator
Videocon d2h reports another profitable quarter

BENGALURU: Saurabh-Dhoot led Indian DTH player Videocon d2h reported profit after tax (PAT) of Rs 168 million for the quarter ended 30 September 2017 (Q2 FY 2017-18). The company had reported PAT of Rs 12 million for the immediate trailing quarter (Q1 FY 2017-18) and PAT of Rs 148 million for the...

DTH DTH Operator
Tata Sky adds beauty-based interactive channel

MUMBAI: Tata Sky has expanded its interactive channel list by adding Tata Sky Beauty, in partnership with FTheCouch (FTC) Beauty Studio, which is promoted by actor Suniel Shetty. It will feature your favourite actors sharing tips and tricks on makeup, skincare and the latest fashion trends in an...

DTH DTH Services
Sun Direct partners Harmonic to add 80 HD channels

MUMBAI: DTH operator Sun Direct (Sun) has taken up a new HEVC media processing solution from video delivery services, Harmonic, which will enable it to entertain its viewers with 80 extra HD channels.

DTH DTH Operator
DishTV introduces Dance Active Service

DishTV, Asia’s largest DTH player, has set the stage for millions of aspiring dancers of the country to pursue their passion by launching the new ‘Dance Active’ service on their platform. With this introduction DishTV will enable its strong subscriber base of 15.7 million (Net) to actively follow...

DTH DTH Operator
Veecon Media acquires Reliance Big TV

Delhi-based Veecon Media and Television Ltd (Veecon Media) has bought out Reliance Communications Ltd’s (RCom’s) entire stake in its subsidiary Reliance Big TV Ltd (RBTV). According to a release on the BSE website, RCom has entered into a binding memorandum of understanding with Veecon Media to...

DTH DTH Operator
Airtel Digital TV revenues, op profits rise in Q2 FY 2018

BENGALURU: Airtel Digital TV services (Airtel DTH), the DTH segment of Indian telecom major Bharti Airtel Limited (Airtel), saw revenue grow 10 percent for the quarter ended 30 September 2017 (Q2-18, current quarter) as compared to the corresponding year ago quarter (Q2-17, year ago quarter). The...

DTH DTH Operator

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories