In a bid to help media planners and advertisers across the country, Media Reach Research Ltd, a group company of Update Advertising, has launched OTS-UPDATE.
OTS-UPDATE is a monthly study which is primarily devised to monitor 140 channels across 254 towns (with a population of 1 lakh plus) in India. OTS-UPDATE tracks physical channel availability by frequency band, thus giving a true picture on channel availability and reach.
According to the company, the Indian television industry, which has over 140 channels available to C&S households today depends on two rating agencies to identify channels and programmes for Rs 3,000-crore adspend. Today, there are five frequency bands on which the cable operator can transmit a channel namely, prime band, tunable band, mid band, hyper band and UHF band. These frequency bands in return have a direct co-relation with a type of television set owned by a household.
The salient features of OTS-UPDATE include data being updated in the first week of each month and a reach of 140 channels in 254 towns in urban India. The data is available on easy-to-use browser and analysis can be done on various parameters such as town class and citywise across the Hindi-speaking belt in India.
The main Hindi-speaking belt includes Maharashtra, Gujarat, Bihar, Rajasthan, Madhya Pradesh, Uttar Pradesh, Punjab, Haryana, Himachal Pradesh and Delhi. On as to how OTS-UPDATE will help media planners and advertisers.
According to the company sources, “In the light of the on-going TRP controversy, OTS-UPDATE is an additional media planning tool which can give a reality check on channel penetration over a large base across the country.”