TAM Media Research foresees 2005 as potentially the take-off year for the Indian media industry. After an eventful 2004, this year holds huge potential for advertisers, broadcasters and planners to further maximise their deliveries through planned and scientific approach to media research.
Sharing more on the reasons behind this forecast, LV Krishnan, CEO, TAM Media Research said, "The year 2004 was an eventful year and a very encouraging one indeed for the Indian media Industry. Interestingly, it was in 2004 that 'media' got the media attention. As a carry forward to 2005, it has been one with a very positive outlook. Already some 50 new channels have announced their plans to start this year. With ever growing importance of 'reach', advertisers are increasingly juggling among TV, newspapers, magazines, radio, cinema, outdoor and online to get the right mix. Broadcasters are gradually embracing the transition from Cable & Satellite to DTH and Broadband and with advertisers finding ways to move beyond the ad breaks, all these reflect a very challenging 2005 for the industry."
As for TAM's plans ahead, he said, "We will continue to leverage our international parcentage and experience, share our ability to understand the needs of the local markets and bring in state-of-the-art products and services with out-of-the-box media solutions. Reflecting on 2004, our specialist divisions - TAM S-Group and Measurement Science - have already provided huge value addition and perspectives to many of our client organisations." Last year Nielsen Media Research and AGB Group (a WPP Group) had announced JV. Taken together, the combination of the AGB Group and Nielsen Media Research and Nielsen's other partners will support clients in 46 countries that represent more than 70 per cent of the global television economy.
For advertisers, advertising agencies, and media owners with multi-national interests, this level of global coverage and cross-country support brings in advantages like state-of-the-art research & analysis technologies and 'glocal' insights. TAM Media Research plans to address this year through a three-pronged strategy. It has decided to further raise industry understanding about media research, interact with each of industry member groups to understand needs during 2005 and continue expanding the product and services offerings that will suit the requirements and help take effective media decisions.
Atul Phadnis, VP, TAM Media Research, said, "TAM Media Research has already established itself as the information and analysis hub for advertisers, media planners & broadcasters. We have just started with the TAM MATE Knowledge Series for the Industry members for this year. We are soon to come up with the annual industry magazine JIB-TAM TV pulse showcasing some of the major developments within the media industry. We provide Advertisers, Broadcasters & Agencies with special analytical tools and training sessions to better manage their media decisions. In fact, we have tied up some key marketing companies to train advertisers on media research basics, terminologies and ways to maximise media planning."