Decoding the measurement matrix industry with L.V.Krishnan

The measurement matrix industry witnessed some crucial movements in the last year. Trying to understand the industry environment IndianMediaBooks gets into a conversation with L.V. Krishnan, CEO, TAM Media Research Edited excerpts:

What were the major challenges faced in 2015?

The year 2015 has been a landmark year where two measurement agencies TAM and BARC decided to come together to create a single currency for marketplace. As compared to the last year, the year 2012 was more challenging as it was the first time when we witnessed the change from analogue to digital in DAS Phase I region.

Please throw light on the new joint venture?

At the moment, BARC and TAM are releasing individual data. This joint venture will reach out to 12000 meters of TAM and 20000 meters of BARC regions. It will measure 34000 home-bases and the data will be released by BARC. From AdEx prospective, TAM will continue to provide TV, Radio and PR/Sports measurement data.

How has the TeleWeb Services been performing?

TeleWeb Services have been an incredible initiative undertaken along with parent company IMRB. It is the first time that we look at TV and web data together. It is the first time that we look at TV and web data together. It is a campaign planning tool which helps in understanding the inter-relationship between two mediums. The service reflects on the kind of content consumed on web as compare to content consumed on television. The services have been doing well and see great prospects in the coming year. As you know, digital is taking small footsteps and growing but it is still small as compared to TV at an overall level. As the industry grows, with increase in digital penetration, the relevance of the data will increase in the near future.

What are the measurement matrix industry requirements?

Cross media viewing behavior is most important, it is essential that our media plans are just not isolated to TV but also caters to different mediums such as Web. Similar measurement tools will be launched further as well between 2016-17.

DTH players have been launching Rs. 99 packages, what is the kind of impact that you see on other packages offered?

There is a set of target for all kind of products. Just as, you find low priced washing powder along with the expensive one in a single store, similar scenario is experienced by the entertainment industry. Rs. 99/- packs are one of the many packages offered for audience to choose from. These packs try to fit the requirements and affordability of a particular sect.

What is your take on DAS Phase III conversion of Analogue to Digital?

The Government has provided enough incentives to push the initiative trying to get it executed across the marketplace. It has been done very successfully across Phase I and II, so I don’t see any reason in phase III getting any sort of delay. I believe it is a matter of time and it should get sorted in Phase III as well. Government has already played its role very well and industry is also now gearing up to complete the phase III as soon as possible.

Source: IndianMediaBook - Television