Tam India's research paper shortlisted for Esomar yet again


MUMBAI: Earlier this year, Tam Media Research's paper on Product Placement was selected as the best paper amongst the 22 papers presented from across the region at the fourth Esomar Asia Pacific Conference. Now, the agency's is all set to strike the victory gong for the third time in a row at the Esomar Asia Pacific Conference scheduled to be held in Tokyo, Japan in March 2005.



Esomar, the World Association of Research Professionals has formally informed Tam India that its research paper on "Unconventional ways to understand In-Home TV viewing behaviour - Eliciting responses through game play and fusing it with Tam TV Panel data" has been short listed for a final presentation in March 2005 in Tokyo.



This, first of its kind study in the world, will benefit advertisers and broadcasters.

An official release from Tam states that "Tam India?s Measurement Science Panel Management team and S-Group (Strategy Group) members are thrilled by the new development. Nothing better than this can be a reflection of the fact that Tam Media Research?s commitment not only in India but also at a world level is unparalleled. The Tam India team believes in bringing constant value to the Industry?s table. Tam India did it at Esomar Shanghai, again at World Audience Measurement Conference (WAM) in Geneva, now again this time in Tokyo."

The synopsis of the paper reads:

In India, over 10,000 new programs are launched every year across 250 Indian TV channels. While some of them fail to elicit responses from viewers on the rating scale, few do manage to make history. Many of them do manage to grab a fair share of audiences across different profiles.



During the pre-launch phase of these new programs, broadcasters and advertisers do bet big on most of them and in many a case, fail to get adequate returns. Hence the mystery question keeps coming back - "What motivates a TV viewing home to switch from viewing a loyal program on his/her favorite channel to new disruptive program launched in a competitive channel on a given weekday, primetime."

This study, for the first time, tires to throw light on one of the most crucial aspect for broadcasters ? Measuring the reasons for a shifting loyalty base and fusing it with Tam TV panel data to understand the extent of switches for each of the reasons. It also tries to figure out - Who in the family are influencers and decision makers of programs to be viewed during prime time.

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