MAM
‘Sohrabji’s Tips ‘
The reason why ratings are consistently dropping for all the top GECs in markets like Delhi, UP and Punjab is because there’s a huge amount of viewership happening on the second TV set, which is not getting captured. The study showed that almost 30 per cent of homes in these markets have a second TV set and it was making an impact.
“We did an analysis on who views them and what kinds of programmes are watched on the second TV set versus the first TV set. We found that on Sony, a lot of sampling happens on the second TV set on new shows like Indian Idol before the show becomes popular. Even on Star Plus, the shows like Kyunkii… and Kasauti… are largely viewed on the first TV set. On the other hand, the new shows like Dekho Magar Pyar Se were watched on the second TV set because maybe the younger women in the house were more interested in that. Then we also tracked programmes that males and kids watched on the second TV sets,” informs Sohrabji.
Brands
Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
