Tam India unveils big plans for year ahead

MUMBAI: Tam India has big plans up its sleeve this year. To begin with, Tam plans to launch a new panel for online technology in a few months in Mumbai and Delhi, a panel that has been tried and tested to take care of the Indian environment and its needs.

Also for the first time ever, TAM will begin generating overnight readings for special events and shows. A comprehensive FM radio monitoring system is also being devised by the research agency. “The idea is to benefit the industry and the people, who are going to use it,” says TAM India CEO L V Krishnan.

Krishnan was speaking at a media conference in Mumbai on Tuesday evening to present Tam India’s paper on Product Placement, which was adjudged the best paper among 22 others at the fourth Esomar Asia Pacific Conference in Shanghai in March.

The presentation was made by Tam India VP Atul Phadnis, S-Group marketing manager Akash Chawla and Adex India associate director Yogesh Shendye, the brains behind the extensive research on brand placements.

Tam India CEO LV Krishnan, who was obviously pleased with his boys, said that Tam had a heavy-duty line up this year, including the panel of online technology and a comprehensive FM radio monitoring system that is also being devised by Tam.

About the paper on product placement which won accolades at the Esomar conference, Phadnis said, “Product placement was a black hole in the market a few years ago. The amount of monies that go into product placement and the sponsorship of special events were all a mystery. We received a lot of queries from our clients on this and hence we decided to do a thorough study on it.”

Phadnis showed a few good examples of product placements in movies and shows like Baghban, Cast Away, Kaun Banega Crorepati, Khul Ja Sim Sim, and American Idol. Not to forget the cricket matches which allows ample space for advertisers to get maximum eyeballs and their monies' worth.

Phadnis went on to say that the reason for the growing phenomenon of soft brand advertising in India was due to the increase in the television clutter and the loss of viewership during ad breaks coupled with the falling media costs.

Once the new hi-tech systems are in place, Tam, which is already ruling the roost as far as research on the television and media industry is concerned is sure to make a firm place on top for itself.

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