Audience Measurement & Analytics Ltd (aMap), an audience ratings service, and Optimum Media Solutions (OMS) have joined hands to launch ‘aMap OMS Audience Research Laboratory’ at MICA.
Inaugurating the lab, Ravi Arora, MD, aMap, and Madhukar Kamath, Chairman of the Mudra Foundation of Communications Research and Education, expressed the hope that the facility would be used to further the research agenda at MICA and provide valuable insights for practicing professionals.
The laboratory is equipped with aMap data machines for overnight data on television viewing of urban India, state-of-the-art viewing station where content across nine channels can be monitored. Located inside the 19 acre campus of MICA, the laboratory is a unique collaboration between an audience research organisation (aMap), a media specialist (OMS) and a premier educational institute in the field of communications (MICA).
Three organisations from different domains (media planning and buying, audience measurement, and communications management) have pooled their experience, expertise and resources to do the cutting edge research that would influence the way media is planned, bought, sold, and used. The beneficiaries of this research include advertisers, media planners and buyers, broadcasters, social scientists, academic institutions, and public policy planners.
The lab operates under the directions of its advisory council. It works with experts in social sciences, psychology, anthropology, advocacy and marketing research to bring in different dimensions for exploiting audience research data. The research output of the laboratory will remain an intellectual property of all the three organisations.
The lab will enable the students, faculty and professionals from the two organisations to undertake path-breaking research in several key areas that include understanding the viewing behaviour of Indian television audiences in terms of regional differences, differences by pop strata, ratings based semiotic analysis of televised content, developing loyalty indices for various genres of programming and propensity of various audience groups towards news programming during catastrophic events. The lab also aims at developing Indian audience viewership theories.