aMap wiil now be handling Tata Sky’s, DTH audience measurement business. aMap will now deliver the DTH viewership as well as interactive engagement metrics.
Vikram Mehra, chief marketing officer, Tata Sky, says, “With a subscriber base of 4.5 million, Tata Sky has played a significant role in the growth and development of the DTH sector that is poised to touch 40-50 million by 2015. At the stage that the industry is in, we think it’s time that efforts are made to understand and measure the audience viewing habits of these viewers better and are excited to associate with India’s leading TV audience measurement system, aMap.”
“With the subscriptions and support aMap Digital has got, aMap has mounted an exclusive panel to measure this rapidly growing DTH universe. We are proud of the advancement our technology brings to the measurement domain. DTH measurement is vital for the industry as it will manifest the true choice of the viewers, as the DTH space is devoid of placement games, last mile chaos and related influence. It is a boon to niche channels as well” said Joseph Eapen, CEO, aMap.
aMap will provide DTH viewership as well as interactive service usage data by means of its DTH measurement panel, aMap Digital. aMap Digital uses a proprietary format, independent content identification, technology which measures all types of interaction with the TV, weather or not digital broadcast, use of interactive service or time-shifted viewing. The meter uses GPRS network to transfer the data, making the ratings available in real-time.