TAM India's strategy research paper wins at WAM 2005 conference

MUMBAI: Tam India's strategy research paper "Penta-gration," which deals with a new technique to measure TV sponsorships, has won the best paper award at the WAM conference in Montreal.



Competing in the category of "Branded Entertainment & Sponsorships," Tam beat presentations from Mindshare (Canada), OMD (USA), CTV (Canada), ABC Television (USA), iTVX (USA) and IAG (USA).

With this win, Tam also qualifies for the John & Mary Goodyear Award in 'Global Research Excellence' to be announced in December this year.



The paper, presented by Tam Media vice president Atul Phadnis, demonstrated a newly developed technique of evaluating sponsorships, product placements and branded entertainment on television by using five different researches.



WAM or Worldwide Audience Measurement conference is the largest broadcast research conference. Held jointly by ESOMAR (Netherlands) and the ARF (USA), it has more than 40 countries participating with delegate strength of 400-plus.

Tam this year had been invited to present three papers at WAM. The next one being presented by the TAM S-Group team of Amogh Dusad and Atul Phadnis is on 23 June and relates to evaluating new programme launches that use a multi-media blitz in their promotions.

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