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TAM India mulls starting Television Innovation Monitor

MUMBAI: Television Audience Measurement Media Research (TAM India), a 50:50 joint venture between Nielsen Media Research(NMR)/AC Nielsen and Kantar Media Research(KMR) / IMRB, is planning to launch a Television Innovation Monitor (TIM).

TAM India is already providing the Press Innovation Monitor (PIM) to ad agencies and corporates.

TAM India has compiled exhaustive information on the various options available for 'creating innovations on print' on a single CD. The CD provides information (annual basis) on 'innovations' in nearly 700 Indian publications; and is a one-stop shop available to media planners and buyers.

While speaking to indiantelevision.com, TAM India CEO LV Krishnan says: "PIM is India's largest pool of print innovation. It has been a great asset to agency planners and buyers who work on the annual client plans under tremendous pressure and stringent deadlines. By using this value-added service provided by TAM India, the fraternity has been able to obtain information at the click of a button. Now, we are planning to extend the concept to track 'innovation on television'."

TAM India S-Group director Atul Phadnis adds: "Although, there are fewer innovations on television as compared to print, we still feel that this scenario is changing rapidly. The trend of product placements and in-serial placements is increasing as newer formats of TV programmes such as Khulja Sim Sim(Star Plus) are being conceptualised by broadcasters. Several companies such as P&G and Dr Morepen are pro-actively exploring these avenues aggressively."

In addition to measurement, TAM's recent foray into monitoring services of press and TV has given the firm a unique opportunity for integrating measurement and monitoring under a single roof.

An ISO 9001 certified service, TAM Adex monitors over 550 products and 85,000 brands every minute for 365 days thereby providing the largest monitoring repository in India.

Phadnis adds: "With the objective of providing innovative solutions, TAM Adex has initiated,for the first time in India, a scientific approach into the measurement of non TVC's such as in-stadia advertising for major sports,events and in-programme advertising."

TAM India has also launched specialised services for broadcasters. "Track TAM - The Promo Monitor is one of the most advanced tools in the TAM's offering for broadcasters. It consists of a series of tools and techniques to evaluate the performance of on-air programme promotions," says Krishnan.

The process involves fusion of raw level viewership data with the TAM ADEX data on programme promotions. The Track TAM - "Promo Monitor" can provide 'actionable' information into areas of promo planning that have so far been "black holes" for broadcaster namely:

* Optimised promo plan, which minimises opportunity costs for the channel network.

* Effect of cross media promotions

* Effective frequency of promotion exposures

* Effect of changes in creative on conversions

Post-expansion plans conducted in January 2003, TAM India claims be the biggest measurement system in Asia Pacific with a panel strength of 4,800 meters. With services in more than 20 countries spanning Asia, Europe and Americas, TAM India claims to have come a long way, since its inception in 1998, to be regarded not only as the universal television currency but also as a complete television solution provider.

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