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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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