With the people meter expansion plans around the corner, TAM, for the first time this year conducted training workshops in Singapore and Hong Kong. Purpose, of course, was to acquaint its clients based in those countries better with TAM expertise and services, as well as to familiarise them with the nuances of the Indian market. LV Krishnan, CEO, TAM stated, "There are a whole host of our clients who are based here as well as some new prospects who are looking at coming into India next year. And while TAM has been conducting similar workshops for the industry in Mumbai, there was increased industry pressure to take this program to other cities and markets as well".
Hence, TAM decided to conduct these seminars in Hong Kong & Singapore just before these markets closed for Christmas. It would also be conducting workshops in Bangalore, Delhi and Chennai in November-end.
The workshop was conducted on the 11th of November in Singapore and 12th in Hong Kong. It dealt with addressing the growth witnessed by the Indian advertising and marketing industries in the last year, the developments on the TV industry front, the explosion in certain niche audience segments like News, Movies and Sports as well as TAM's expansion plans into newer markets in 2003. TAM's Peoplemeter Panel Expansion is coming up in the next few weeks.
Krishnan discussed the growth in the FMCG and Durable segment as well as the emergence of certain sun-rise industries like Telecom that are bound to spur ad expenditure in the coming months. He mapped the changing Indian media conditions, the discerning Indian viewer and the complexity in the market place. The presentation was dotted with AC Nielsen ORG MARG Retail Audit and other macro economic studies.
Atul Phadnis, director, TAM Media, presented case studies on special analysis that TAM had launched in the recent months like TAM ADEX, Plan Diffusion (a study on TV viewing intensity across audience segments), the Non-TVC effectiveness study on In-program advertising that TAM ADEX had recently accomplished. He also discussed TV Promo Planning models that TAM had launched a couple of months back.
The Regional team of Nielsen Media Research arranged for the program and the presentations were preceded by introductions from Ms. Joanne Ten, Nielsen Media Research. The delegates included people from Turner Entertainment, HBO, Walt Disney TV International, STAR TV, National Geographic, Channel News Asia, MTV, ESPN, BBC and CLSA.