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 The
laboratory is equipped with aMap data machines for overnight data
on television viewing of urban India, state of the art viewing station
where content across nine channels can be monitored. Three organizations
from different domains (Media Planning and Buying, Audience Measurement,
and Communications Management) have pooled their experience, expertise
and resources to do the cutting edge research that would influence
the way media is planned, bought, sold, and used. The beneficiaries
of this research include advertisers, media planners and buyers,
broadcasters, social scientists, academic institutions, and public
policy planners.
The Lab operates under the directions of its Advisory Council.
It works with experts in social sciences, psychology, anthropology,
advocacy and marketing research to bring in different dimensions
for exploiting audience research data. The research output of the
laboratory will remain to be an intellectual property of all the
three organisations, informs an official release.
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