Friday, January 15, 2010

The off screen TRP war

The small screen is sizzling with TRP wars with the launch of myriad of new shows like Sach Ka Saamna on Star Plus, Is Jungle se Mujhe Bachao on Sony, Color’s India’s Got Talent and Rakhi ka Swaymvar on NDTV Imagine. While GECs are seriously fighting the war of one-upmanship to garner maximum TRPs; the off screen rating war among the rating agencies Television Audience Measurement (TAM) and Audience Measurement Analytics Ltd. (aMap) is raising the temperature of the TV town. aMap has partnered with Eurodata TV Worldwide (an international rating agency, which compiles viewership data of 2000 channels in 80 territories across five continents) to provide international TV ratings in India besides doling out Indian TV ratings across the world. This tie-up will strengthen aMap, which has not been able to gain much stranglehold despite being in the business since 2004, in this off screen TRP war. aMaps’ large sample size and quick data delivery (overnight) for events and shows gave it the initial kick. On the other hand, being in the industry for over a decade, TAM enjoys an edge as it is more like a TV rating currency. As the Indian economy is getting increasingly interwoven with the rest of the world, in the context of television, this means that there is greater international advertiser interest in the Indian market. International interest in the Indian culture is also increasing. Take for instance, Brazil’s latest hit show Caminho Das Indias (India’s Way) is about an Indian upper-caste girl falling in love with a Dalit boy. Driven by such trends, international broadcasting companies, content providers, et al, are all looking to do business in India. International broadcasters are looking to have a comprehensive data that gives them a hint of what works in the Indian market and this is where aMap will get a strong edge over TAM. “This move will give advertisers and broadcasters in India their first ever preview of the TV program performance around the world, an opportunity to study successful formats the world over and therefore to identify successful opportunities in India...” says Amit Varma, CEO, aMap. It’s time TAM bucks up, for it won’t be too long before aMap races ahead of it.

Pallavi Srivastava

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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