In a move that would further strengthen individual content tracking of channels for industry subscribers, TAM Media Research has announced the launch of News Content Track (NCT) for the broadcasting industry. In the initial phase, TAM has incorporated only two Hindi channels – Aaj Tak and Star News – and two English channels – Times Now and NDTV 24X7 for the new service.
This new service is expected to further emphasise and regulate data to ensure perfect comparability across broadcasters and stories.
Commenting on the genesis or the thought that led to TAM to begin work on this service, Pradeep Hejmadi, Senior VP, TAM Media Research, told exchange4media, “TAM data is used by news broadcasters to gauge consumer response to various aspects of news coverage – type of story, genre of the story, presence of a celebrity, presentation aspects, etc. This needed further accentuation and standardisation to ensure perfect comparability across broadcasters and stories. This is what has been at the core of the product idea. The broadcasters currently do track competition sets by observing the live telecasts on multiple screens and recording the same for reference. The TAM service, powered by the Content Coding strength of TAM AdEx, will add a new dimension to understanding what makes the news content stick.”
On how the new service would benefit channels and advertisers, Hejmadi said, “The benefit to channels is pretty obvious, and from an advertisers’ perspective, it might help them attach further confidence with the investments they are making in the news channels, if they are able to see the news genre programming as more of an ‘applied science’ than a ‘chance success’.”
Explaining why TAM chose to begin with the said channels, Hejmadi said, “The channels have been picked with no specific reason besides the fact that these collectively account for nearly a majority of the channel shares in each of the English and Hindi news channel genres.”
“As we move forward, the product will find its rightful place in the media industry and TAM AdEx has built capacity for expansion to go hand-in-hand with user expectations and support,” he added.