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Perfect Monitoring System offers an Automated Ad Recognition System, offers real time opportunities for Data Mining of Ad Data

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Perfect Monitoring System offers an Automated Ad Recognition System, offers real time opportunities for Data Mining of Ad Data

In line with the core objective to harness the advancements of Information technology for Media domain, Perfect Monitoring Services is launching Automated Real-time Media Monitoring of Television & Radio. Talking to exchange4media, Prashant Chothani, CEO of Perfect Monitoring shares " This new service utilizes Digital Capturing of Television & Radio Broadcast Feed and makes Automated Ad Monitoring possible through the audio & video signal processing technology by compound digital fingerprinting technique."

Perfect Monitoring in the past had developed and offered online monitoring reports that it claims has reduced the lead-time in the Media Information Supply Chain to a mere "zero".

To offer a differentiated and technologically superior service to its clients in the Indian Media and Broadcasting industry, Perfect Monitoring Services is offering this service in the area of data collection by deploying the Automated Ad Monitoring System for fuelling the online media monitoring application. The technological product offering has been developed in partnership with an Israeli company called Adioma Solutions. Chothani shares that his company has invested close to Rs. 4 crores to develop this technology and over the last 8 months the product has been developed locally in association with the Israeli technology company which owns the fingerprinting IPR.

When further quizzed by exchange4media on how this new automated finger printing technology is going to impact the industry, an obviously excited Chothani shares "This move makes the entire Data Model built by Perfect a powerful media application and its advantages are manifold including the fact that Automated, real-Time Ad Monitoring of both Television & Radio overcomes the tricky problem of time loss during tape changeover in the traditional system and brings down the margin of error drastically down. Today most campaigns on TV have multiple duration creatives and the manual system is very Caption of the creative driven which does lead to error." Chothani further shares that internationally the margin of error on monitoring is minimal and much lesser than the 4-8 percent error in India.

Chothani further shares that the new service will have reports detailing the exact time of telecast at an almost + or - 1 Sec accuracy and again reiterates the 100% error free data due to minimal dependence of manpower. Chothani also adds that the apart from accuracy another big benefit to users would be the unbelievably reduced lead-time for the availability of data to the end user which will help his or her decision making. He further adds that apart from monitoring purposes senior decision makers can real time data mine the data to create intelligent information for decision making like looking at competitive brands activity or look at a channel's inventory utilization.

The new technology based offering is in some manner language proof and is being extensively and successfully used in Europe. The new service would be offered as a differentiator to prospective users. Currently a spot is monitored at close to Rs. 15 per spot though volumes might bring this number to single digit (less than Rs. 10 per spot) in some cases and with this new service Perfect Monitoring is hoping to increase its customer base by offering an advanced and differentiated offering. The market for monitoring services is very competitive as monitoring data is also offered by other players like Time Monitoring. Media ratings and research company TAM also can provide monitoring data as part of a larger offering. It will be interesting to see how the industry embraces this new offering and how this data is mined and utilized real time by brand managers and broadcasting business managers to stay more competitive in today's real time world.


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