Its decision to seek a licence now indicates that TAM is looking to play a more direct role in the ratings ecosystem under the new framework
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TAM applies for ratings licence, eyes RPD-led cross-screen measurement
TRP Licence Raj: Why entering the TV ratings business is easier on paper than in reality
The investment question is becoming more difficult because the television market itself faces structural pressure
Another BARC or a new ecosystem? MIB’s TAM, Chrome DM outreach raises bigger question
MIB has approached TAM and Chrome DM seeking their support and capabilities for CTV measurement, according to people familiar with the development
AI Insights
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Strategic Collaboration with MIB. Chrome DM is collaborating with the MIB to provide capabilities for CTV measurement, indicating a proactive approach to adapt to industry changes.
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Focus on Cross-Screen Measurement. The company's involvement in cross-screen measurement reflects a growing trend in the industry to integrate various viewing platforms for comprehensive analytics.
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Challenges in TV Ratings Business. The current structural pressures in the television market present challenges for companies like Chrome DM as they navigate the complexities of the ratings landscape.
FAQs
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Chrome DM focuses on media measurement and analytics, particularly in the context of cross-screen and Connected TV measurement.
Chrome DM is working with the MIB to support the development of capabilities for CTV measurement.
Chrome DM faces challenges due to structural pressures in the television market, making the investment landscape more complex.
Cross-screen measurement is significant as it allows for a comprehensive understanding of audience behavior across different platforms, enhancing advertising effectiveness.
Yes, Chrome DM is involved in discussions regarding ratings licenses, indicating a desire to play a more direct role in the ratings ecosystem.
AI-assisted summary, reviewed by our newsroom
AI
Chrome DM is actively engaging with the Ministry of Information and Broadcasting (MIB) to support cross-screen measurement initiatives, particularly in Connected TV (CTV) measurement. This collaboration indicates a strategic shift as the company aims to enhance its role in the evolving ratings ecosystem.