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.