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Gearing for digitalisation: Chrome Digital launched

25-January-2012
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Gearing for digitalisation: Chrome Digital launched

Media audit company Chrome Data Analytics & Media has launched Chrome Digital keeping in mind the pace at which the television industry is witnessing change. Chrome Digital would be the only connectivity report in India covering digital line-ups across 30 cities spanning 20 TAM markets in its first phase.

The pace of digitization is set to get a fillip by the recent move by the Ministry of Information & Broadcasting (MIB), requiring the four metros in the country to be fully digitized by end of June 2012, and the rest of the country to be digitized by December 2014 (According to the Cable Television Networks (Regulation) Amendment Bill, 2011). This is expected to improve the subscription revenues in the medium-term, thereby providing a healthy upside for the broadcasters.

The advent of digital distribution would help remove the capacity constraints being faced by the analogue cable distribution system, helping rationalize the carriage costs for broadcasters. Also digitization is likely to improve the viability of niche channels with enhanced ability to target niche audiences through effective reach. This was one of the reasons for Chrome DM expediting the launch of Chrome Digital.

Jeffery Crasto, Executive Director, Chrome Data Analytics & Media, said, “Chrome ushers in the future with Digital Reporting and puts back the power in the hands of TV channels by developing strategies to help them maximize distribution with minimal investments. We have always endeavoured to be a step ahead and Chrome Digital is one such pioneering service in the market.”

Chrome Data Analytics & Media, founded in December 2008 is the only agency in India to have put together a comprehensive ‘Television Distribution Monitoring System’, which allows broadcasters and agencies to gauge ground realities. Started with Chrome Track, Chrome’s wide range of unprecedented services and products today cover 980+ cities and towns. To name a few, Chrome LC1; the only connectivity report for LC1 towns covers 724 towns across Maharashtra, Uttar Pradesh, Gujarat & Madhya Pradesh. Chrome NE, another unique service spanning across 14 cities of the North-East covering the entire region, Chrome has surely come a long way.

Chrome has set out to organize the much-unorganized distribution industry. When Pankaj Krishna, Founder & CEO of Chrome Data Analytics & Media is asked why he chose this facet of the Industry, he has a very straight answer – as someone who use to run a channel himself, he often got involved in tug-of-wars between the Distribution and Marketing verticals of a Channel, and never found an external – unbiased ‘audit’ company to validate the stance being taken by either. More essentially, he is a firm believer of the fact that advertisers and media buyers need to check ground realities of the entire universe being influenced by the Broadcasting Industry before placing their bets on any one particular channel.

Sandeep Gupta, CFO, B4U, “Since the footprint of a channel needs to cover the entire market, and not only the sampled sections within a market, it becomes imperative to ensure that they level with ground realities, thereby getting maximum mileage. Given the level of details covered by Chrome, Chrome’s TV distribution Monitoring System has proved to be extremely useful and critical in evaluating the performance of television channels in India and Chrome Digital is going to be a revolutionary step in the right direction.”

Projit Chakrabarti, Head of Marketing services at NDTV adds, “Chrome is not only helpful in tracking our distribution on a weekly basis. It is a pivotal tool with smart solutions helping us improvise our distribution strategies to reap long term benefits. With Chrome DPi in its bouquet, it has certainly created another benchmark in the industry.”

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