aMap (Audience Measurement and Analytics Ltd) launched in India in 2004 with three markets – Delhi, Mumbai and Ahmedabad. The television audience measurement system has now a panel of 6,000 metered homes. Touting it as the largest television measurement panel, aMap now offers all India viewership data.
“This is the largest panel of television measurement you will find,” asserted Raviratan Arora, MD, aMap. TAM Media Research, aMap’s direct competitor, which is the accepted currency for Indian advertising in terms of audience research, currently has 4,800 peoplemeters and is looking at 7,000 meters by January 2007.
Speaking more on aMap, Arora said, “We are Asia’s first and only overnight data. This has held us in good stead for some broadcasters already and now with a pan India coverage, we are accepting more data users to subscribe to aMap.”
A point that aMap officials highlight is the inclusion of Jammu, Guwahati, Bihar and Jharkhand markets in the data coverage area. Tapan Pal, CEO, aMap, said, “These are so far untouched markets as far as television data goes and hence, we think they would be a significant value add to the system.”
It may be pointed out that in 2004, aMap had expressed the intent to launch over 11,000 metered homes by 2005. Explaining more on the rationale on why this wasn’t achieved, Arora said, “The Indian media scene has changed a lot in the last two years and we worked very closely with our technology partners, TeleControl, on what would work in India. That said, I must add, we are not stopping at 6,000 meters, this is just the beginning.”
From the three markets at the time of its launch, aMap had added the Hindi belt to its data in September 2005. This was the time when it signed clients like NDTV. Pal informed that at present aMap had 10 clients who were buying data – including the likes of Zee TV and NDTV. SaharaOne, Aaj Tak and CNBC TV 18 were some other names divulged by aMap officials that were using aMap data.
Some of the efforts seen from the organisation to make inroads in the fraternity included launching its publication, ‘Oxygen’, in April 2006. aMap also launched an Audience Measurement Lab in partnership with Mudra’s media arm, Optimum Media Solution (OMS), in October 2006.
Pal added here, “Now that we have gone pan India, we would be also setting up exclusive teams that would be working with our clients. The idea is to really partner them. We have set up a Knowledge Management Centre as well. It is six months old now and the objective is to be able to provide data users with insights on what worked or didn’t work for them – more inputs on their TG and so on.”
“We have also ensured that our presence is strong in the Southern markets and we have full fledged offices in Hyderabad and Bangalore, which commenced in July 2006,” Pal further said.