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RW Promotions bullish on channel mapping & monitoring system

02-September-2011
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RW Promotions bullish on channel mapping & monitoring system

RW Promotions, a BTL advertising and promotions company, is quite upbeat about its online digital channel mapping and monitoring system. The mapping system, which was launched in 2005, has now gone digital since May 2011. And with this, RW Promotions is looking for some aggressive expansion across networks.

The online digital channel mapping and monitoring system currently pans across 146 towns and nearly 400 networks. RW Promotions is now looking at expanding this base to nearly 2,000 networks in the coming months.

RW Promotions is currently offering its services to broadcasters, including Star Den, the UTV group, Viacom, NDTV 24x7, One Alliance, Colors, Imagine, B4U, Times Now, and Zee Marathi. ETV has recently been added to this list.

Speaking to exchange4media, Johnwin Manavalan, Co-Founder, RW Promotions, said, “We are currently working within the complete TAM universe, but going forward, we would like to include the non-TAM markets in our coverage area as well.”

When asked whether the mapping and monitoring system was as an alternative to TAM’s monitoring system, Manavalan maintained that the service was in tandem with TAM and not a competitor.

How it works
Elaborating on how this system works, Manavalan explained, “Our system grabs data four times a day that enables broadcasters to authenticate that their channel is being aired on the frequency that they have paid for.”

For this a cable video monitoring machine is set up in a home having cable connection. Within this machine is a grabbing card which has the complete frequency bandwidth of all the channels and reads the signal feed of an MSO (Multi System Operator).

Data of the channels aired on different frequencies is then grabbed four times a day and is uploaded on to a central server on a daily basis and offers broadcasters a real time check on the accurate visibility of their presence across the nation.

The company then prepares what it calls, a Discrepancy Report. Since the data is available online with visual proof, RW Promotions maintains that it is a completely transparent mechanism and one of its kind service in the country.

Meanwhile, the ongoing work has produced an interesting finding – the discrepancy in steady relay of channels on the assigned frequency (the frequency that the broadcaster is paying for) is observed the highest in Delhi, Punjab and Uttar Pradesh.

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