In a bid to provide the Indian media industry an understanding of the changes that have come on the broadcast front and their impact, Audience Measurement Analytics (aMap) has launched a monthly online magazine ‘Oxygen’. At present, Oxygen will be published on the first Monday of every month.
Speaking further on other initiatives that aMap has been taking in this direction, Tapan Pal, CEO, aMap India, said, “We have been sending our business associates regular insights on TV viewing from time to time. These initiatives are topical in nature and do not have a fixed periodicity. Oxygen is designed to be a periodic publication, which will deal with defining tomorrow, with implications of trends from a global perspective, for the communications industry.”
Oxygen will be mailed to aMap business associates. It will also be available on aMap’s website. Explaining more about the idea, Pal said, “As part of our business, we research various trends globally and study their implications for the Indian market. This is an initiative to share a part of this research and understanding of the media marketplace with our business associates in particular and professionals and society at large. We wish to have a repertoire of knowledge at the disposal of anyone who has an interest in the evolving television mediascape in the country.”
Some of the issues that will be discussed include Television Optimizers, impact of DTH and CAS, the challenges from new technology, key trends in content development and scheduling, media planning and optimizers, aMap analysis of national advertising trends and use of household ratings.
On the team that is working on Oxygen, Pal informed, “The aMap research and knowledge management team, under supervision of our Director-Research and Knowledge Management, Ravi Dixit, will be responsible for publishing this periodical with critical inputs from the marketing, sales and core management team of aMap.”
Pal further stated that the publication is directed at progressive media professionals interested in updating their understanding of the media industry and the key impact that audience ratings have on the functioning of this industry. He said, “Efforts will be made to familiarise the industry at large with the key features of our system and how it has the power to change the present paradigm of the television industry. Our initiatives have already borne fruits and you can see a lot of changes in the system that are visible. The importance of change is being emphasized by all components of the industry.”
Pal believes that the advantages that Oxygen brings to the table include the combined knowledge of the aMap team which has years of experience in this industry and the efforts that its research team puts in to scan the global media environment and brings intelligent summaries for the discerning Indian media professionals to absorb and incorporate in the way this business may evolve in the country.
He further informed that the next issue of Oxygen would have a run down on the Global Television Audience Research.