Esha Media Research to go the TAM way

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By Sandhya Sutodia Posted on : 24 May 2014 01:02 pm

KOLKATA: Esha Media Research, a media monitoring and research company, which currently monitors 140 channels, across the nation in all languages is looking at expanding its services. The company has plans to foray into giving out television rating points (TRP) data soon, like Television Audience Measurement (TAM).
 
The company, for accurate data, is looking at installing around one lakh peoplemeters, which will be attached to the TV sets in different geographical and demographic sectors.
 
Also, a venture capitalist (VC) may infuse around Rs 10 crore into Esha Media as it aims at increasing its reach.
 
“We are working on the TRP project from last six months. We are waiting for the new government to settle,” Esha Media Research managing director RS Iyer told indiantelevision.com.
 
TRP gives an index of the choice of the people and also the popularity of a particular channel and show. The device, peoplemeter, records the time and the programme that a viewer watches on a particular day. Then, the average is taken for a 30 day period which gives the viewership status for a particular channel.
 
Iyer talking about the current TV programmes rating system said that at present for the calculation purpose, many states, especially the north eastern region is not covered. “We will install the device in tier III and IV cities as well,” he added.
 
As earlier reported by indiantelevision.com, Esha Media, which currently monitors News channels is also looking at foraying into entertainment genre channels and other new verticals. “We will use the fund pumped by VCs,” informed Iyer.
 
The company also has plans to take its channel monitoring number to 200, from the current 140 channels, in the next two months.
 
At present the monitoring of channels is done using state of- the-art equipment that allows the agency to record, retrieve, transcribe, translate and deliver reports in formats ranging from CD and DVD to immediate uploads via FTP or a customised web page. “This enables the client to log in and access news of their interest, anytime and anywhere,” he concluded.

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