Time Monitoring Pvt Ltd, considered to be a pioneer in media monitoring in the country, has launched a web-based application – timeinfocentre.com – to bring state-of-the-art monitoring services for television and out of home media.
The company aims to monitor the Internet media as well. Speaking with exchange4media, TJ Ragava, CEO, Time Monitoring Pvt Ltd, said, “Our initiative ahead is to monitor the Internet media. Our services are basically an evolution and we are always committed to match our services with the prevailing state-of-the-art technologies and hence, any new services or advanced version of the existing services will always match the existing technology.”
Ragava further said, “In terms of television, our objective is to provide television commercial monitoring reports to its subscribers within 24 hours of telecast. By this objective, we are introducing this concept for the first time in India. Our aim is also to monitor TV content for PR agencies and other industry-related clippings digitally (right from recording the news and business channels and editing the clippings) and to provide the information on a real time basis with categorised tags along with the clips analysed category/ industry-wise/ brand/ subject-wise.”
“As far as OOH is concerned, we have started with the four mega metros with monthly audit and with the objective of covering 100 cities, of which there will be at least 30 cities with weekly audits, covering all the media types. The entire process of reporting has been made online through a user-friendly web-based application, which will analyse the database industry-wise/ category-wise/ brand-wise and sub-brand wise for different zones, states, cities and media, with the digital image of each site.”
Ragava said that at present there were no tie-ups (financial or technical) with anybody and that the entire service was an evolution over 15 years with the constant feedbacks from the media fraternity.
Prior to the launch of Timeinfocentre.com, an extensive format of reporting business and news based clippings was almost non-existence as far as TV clipping monitoring was concerned. PR agencies or firms have had to part with the information in advance with the monitoring agency to look for the clippings across various channels. Also, the compilation of critical information about the telecast of a particular story or press release was really a task. Above all, the logistics for the deliverance of the information in hard copies was also a hindrance.
“Our efforts are to provide a solution, rather than delivering a mere CD/ DVD with the content. Our subscriber can analyse the categorised tag along with the clips. Also, our subscribers are kept informed regularly through email alerts about the happenings in TV channels for the industry/ category/ product or subject that they are interested in,” Ragava said.
He added, “As far as OOH monitoring is concerned, we are the first to introduce the very concept of monitoring extensively in the environment of challenging on-field operations. Also, the horizontal growth of the OOH industry necessitated an authenticated third party monitoring report and analytical tools for an advertiser or an OOH planner or an OOH media house or a media buyer to look back and to look forward at all effective campaigns and the strategies. Outdoorpro is an attempt to provide a web-based solution with the most user friendly application, and above all, with the image of each site attached to the data.”
Time Monitoring is currently a team of 72 members in 39 cities. There are plans to bring in 80 members across 45 cities soon, and 100 members in 60 cities by the end of 2010.