OTS Update new tool to track channel connectivity

MUMBAI: Where is the question of talking eyeballs if there is no connectivity?

And with the vexed CAS debate having put the cable trade and broadcasters even more at loggerheads than ever before, a new tool on offer for media planners called OTS Update might prove an invaluable additional source of data to what TAM, NRS and IRS provide.

OTS has been developed by Media Reach and promoted by Mumbai-based Update Advertising. OTS tracks channel availability in all the 300 one lakh (100,000) plus population cities in India. The OTS field force collects frequency data every month for each channel from the 2,500 odd control rooms spread across the one lakh plus towns.



The latest issue of the Lodestar Media newsletter The Compass has detailed the advantages of this new system in a new study titled "Connectivity before eyeballs".

Some of the findings in the study are:

News Channels

During the Gujarat elections of December 2002, Aaj tak was the best connected news channel across population strata at the all-India level followed by Star News. however, Zee News had an edge in the 100,000-500,000 towns.

Movie Channels

Star Movies is the leading movie channel but AXN and HBO reach more homes in the 1 million+ segment. Zee MGM has more connectivity than both HBO and AXN in 500,000-1 million towns (period January 2003).


The major regional (Marathi) satellite channels in maharashtra are Alpha marathi, Doordarshan Sahyadri (DD10) and ETV Marathi. OTS update data shows that Alpha Marathi has 25 per cent higher connectivity than ETV Marathi in the 100,000 to 500,000 towns. It also has higher prime band connectivity in the metros Mumbai and Pune.

West Bengal

DD7 and ETV Bangla are the leading Bengali channels both in reach and connectivity. However, lesser known Akash bangla reaches maximum number of homes in Kolkata after DD7. It is well connevted in 500,000 to 1 million towns.


Alpha Punjabi has spread faster than other regional channels in punjab like DD18, ETC Punjabi and lashkara. however, this gain has been mainly in 500,000 to 1 million towns Amritsar, faridabad and Jalandhar. DD18, followed by ETC Punjabi is the leading channel in Ludhiana. ETC punjabi is the only Punjabi channel that is both available on prime band in Chandigarh and present in the maximum number of homes in this market (54 per cent).

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