aMap has secured the Tata Sky DTH audience measurement business. Under this agreement, aMap will provide DTH viewership and interactive service usage data through their syndicated DTH measurement panel, aMap Digital. aMap Digital uses a proprietary ‘format independent content identification’ technology, which measures all types of interaction with the TV, including digital broadcast, use of interactive service or time-shifted viewing. The meter uses GPRS network to transfer data, making ratings available in real-time. aMap is known for its overnight ratings system in the analogue space. aMap Digital now covers the digital space.
In a prepared statement, Tata Sky CMO, Vikram Mehra, said, “With a subscriber base of 4.5 million, Tata Sky has played a significant role in the growth and development of the DTH sector that is poised to touch the 40-50-million mark by 2015. At the stage that the industry is in, we think it’s time that efforts are made to understand and measure the audience viewing habits of these viewers better and are excited to associate with India’s leading TV Audience Measurement System, aMap.”
Joseph Eapen, CEO, aMap, added, “With the subscriptions and support aMap Digital has got, aMap has mounted an exclusive panel to measure this rapidly growing DTH universe. We are proud of the advancement our technology brings to the measurement domain. DTH measurement is vital for the industry as it will manifest the true choice of the viewers, as the DTH space is devoid of placement games, last mile chaos and related influence. It is a boon to niche channels as well.”