MUMBAI: The recent spate of channel launches and activities in the media space is being seen as an opportunity by many. The latest entrant to see huge potential in the buoyant media sector is the global market research player - Synovate.

The Aegis Group Company, Synovate, already a well-entrenched player in customised research, is formally bringing in its media research expertise into India. The company has appointed Group M's Sushma Jhaveri to spearhead its media research initiative as an associate director.

 
 
Says Jhaveri, "Globally and in the Asia-Pacific region, Synovate is strong in media research and we feel, the time is ripe to bring our state-of-the-art capabilities in the media sector to the Indian sub-continent; the Synovate Pan Asia Pacific Cross Media (PAX) Study, a continuous media tracking survey run across 11 Asian markets including India has been well received."
 
 
Synovate will immediately provide services in the areas of media positioning studies, advertising effectiveness, target group understanding and segmentation, pre-testing of film scripts, Internet audience measurement, media impact studies and measurement of non-conventional media, among others.