INLEAD conducted an Industry Expert Session on 31st May for
the Events Management students of April’12 and October’11 batches. The Session
was conducted by Mr. Amit Arora, Manager- Marketing at TAM Media Research.Mr. Amit Arora has earlier worked with some reputed
organizations like Ganex India Marketing Pvt. limited, The Helping Hand -
Program Partner ICTRC and Telemarketing at Qualified Learning Systems.He has specialization in ATL/BTL activities, Account Management, Customer
Relations, Internal and External communications and is an expert on TRP's.
Topic for the session was Television Audience Measurement. The session helped students to
understand the methodology used by TAM Media Research for audience measurement
of television and radio in the form of TRP's. He shared that there is a nine
step procedure which is being used to select the households to install the TVM5
meter which then sends the data back to TAM Media Research for the viewership
analysis. Currently there are 8165 TVM5 meters located in urban class 1 towns
which are 162 in total.
Once the data being collected, then it is analyzed at the
backend and a report is generated. This report contains viewership analysis of
the content of different broadcasters which then help broadcasters to
understand viewership and this helps them to review their content from time to
time. The report also helps advertisers to make an effective media plan for
their clients as they come to know about the programs which are doing well on
television.
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