The TAM MICA workshop on "Channel Research and Media Planning" was conducted in WTC, Mumbai on 3rd and 4th October. The focus of the workshop was the impact of media research on various other functions of a channel, need for tailored research in certain cases and the importance of having the right sample to get right results. It also covered research methodologies
The speakers included well-known names like Pradeep Hejmady (Turner), K Ramnath and Dr.Kirkire (ACN ORG MARG Retail Audit), Mallikarjun Das (Asian Paints), Dr.Ravi Moorthy (Starcom Worldwide), M.Sunder (Mindshare ATG), LV Krishnan and Atul Phadnis (TV Audience Measurement).
The seminar presented the perspective of channels, media planners as well as advertisers. Some of the interesting topics discussed at length included how to choose between two programmes delivering equal TVR based on the brand objective, heterogeneous sub-groups among homogenous groups, niche vs. mass channels on basis of reach, impact and involvement, segmentation based on language and the need to track upwardly mobile male target audience.
A topic touched upon by nearly all the speakers was effect of cricket telecast on viewership. Interesting facts that came out were that though one day international matches gave higher reach, CPT was much lower in test matches. On weekend's cricket delivers twice as much ratings as on a weekday. However, the reach on weekdays is nearly 70% of the weekend reach. Importance of analyzing cricket vis-à-vis other programmes being telecast was stressed upon. The speakers also expressed that cricket might be a better option for a brand launch because it provides quick reach and national visibility.
Presentations punctuated with a lot of interesting case studies and figures were well received by the delegates coming from ICICI, ITC, Aaj Tak, ETV, Omnimedia, Lodestar, and CNBC among others. Interactive sessions, for a change, were really interactive with a lot of questions being fielded by the speakers.
MICA and TAM have come together for a series of 3 workshops on Channel Planning and Broadcasting. The next one scheduled for 11th and 12th are on Channel Marketing and Programming.
To read more on presentations made during the workshop, click here