MUMBAI: aMap has stitched a contract with Tata Sky, securing the company‘s DTH audience measurement business.
Under the agreement, aMap will provide DTH viewership and interactive service usage data through their syndicated DTH measurement panel, aMap Digital.
Says Tata Sky CMO Vikram Mehra, "With a subscriber base of 4.5 million, Tata Sky has played a significant role in the growth and development of the DTH sector that is poised to touch the 40-50 million mark by 2015. At the stage that the industry is in, we think it‘s time that efforts are made to understand and measure the audience viewing habits of these viewers better and are excited to associate with, aMap."
aMap Digital uses a proprietary - format independent content identification - technology which measures all types of interaction with the TV, be it digital broadcast, use of interactive service or time-shifted viewing.
Adds aMap CEO Joseph Eapen, adds, "DTH measurement is vital for the industry as it will manifest the true choice of the viewers, as the DTH space is devoid of placement games, last mile chaos and related influence. It is a boon to niche channels as well."
aMap is known for its overnight ratings system in the analogue space. aMap Digital now covers the Digital space.