Television viewership data measurement company aMap (Audience Measurement and Analytics Ltd), which on Wednesday announced expansion of its television rating meters into 6,000 homes, has plans to move into overseas markets to measure viewership among NRIs.
aMap plans to start with the Middle East, US and UK markets where there is a dense Indian population and most of the Indian channels are present there. “As many channels are present in overseas countries targeting the NRIs, they will definitely need to know their viewership in those countries. So we see an opportunity there for us,” said Raviratan Arora, MD, aMap, when asked whether there was a demand from the industry for overseas viewership measurement.
On the launch time, Arora said, “It should have happened simultaneously with our pan-India expansion. It will now happen sometime in 2007.”
Asked whether aMap wanted to go beyond television rating and tap the market of FM radio listenership measurement, Arora answered in the affirmative but declined to give a time frame. “We want to surprise everybody,” he said.
“But, we have to first address the television industry vigorously because there is a lot of money at stake in this industry,” he added.
“We have just expanded our presence to 87 cities across India through fresh investment. But we are confident to break even by the middle of 2007,” Arora said.
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