iWorld
Deutsche Telekom pushes LTE speed to 1.2Gbps with Huawei
NEW DELHI: Deutsche Telekom and Huawei have accelerated mobile data transfer in Berlin’s LTE network to more than 1.2 Gigabits per second (Gbps), achieving a technology mix of four sending and receiving channels (4×4 MIMO) and five carrier frequencies deployed live for the first time and proving LTE Advanced Pro (4.5G) gives the highest data speeds.
Deutsche Telekom and Huawei used the latest evolutionary step of this technology – LTE Advanced Pro (4.5G) – with a conventional mobile base station which was bundled with a small cell solution; the data traffic flowed over five carrier frequencies instead of just one. This required one thing above all from both the transmitter station and the receiving devices: they have to support 4×4 MIMO (multiple input – multiple output) technology. If all these components are used, individual users can enjoy peak speeds of more than 1 Gbps. Wireless capacities in the equipped cells are also improved greatly for all users.
The current move by Deutsche Telekom and Huawei represents the next step in a long-term innovation collaboration in the development of mobile communications technologies and the roll-out of Germany’s fastest LTE network.
“User behavior is evolving rapidly on the way to a gigabit society.
That’s why fast Internet access can’t be limited to just fixed lines and fiber optics – our customers also want the highest possible speeds,” said Deutsche Telekom AG Board Member for Europe and Technology Claudia Nemat.
Huawei Deutsche Telekom executive Lin Baifeng said, “Together, we innovate for the advanced wireless technology and Huawei is happy to support Deutsche Telekom to prove the benefits of LTE Advanced Pro (4.5G), in real field application.”
iWorld
TAM Sports expands monitoring to live streaming on CTV and mobile
New cross-platform framework tracks brand visibility across broadcast and streaming feeds
MUMBAI: TAM Sports, the sports intelligence arm of TAM Media Research, is widening its monitoring net. The company has expanded its advertising tracking to include live streaming across connected TV (CTV) and mobile platforms alongside traditional linear live broadcasts, sharpening its ability to measure brand presence in the fast-evolving sports media landscape.
The move comes as sports viewership increasingly splinters across multiple screens and streaming environments, pushing advertisers, sponsors and rights holders to seek credible data on how their brands perform across platforms.
For more than 15 years, TAM Sports has provided independent monitoring of sponsorship exposure for federations, leagues, teams, sponsors and agencies. By adding live streaming feeds on CTV and mobile to its analytics stack, the firm now enables stakeholders to track advertising occurrences and brand appearances across streaming environments as well as conventional television coverage.
LV Krishnan, chief executive officer, TAM Media Research, said media consumption around sports has transformed rapidly, and measurement systems must keep pace.
“Media consumption around sports has evolved rapidly, and measurement frameworks must evolve with it,” Krishnan said. “For more than a decade and a half, TAM Sports has continuously adapted to industry needs by providing credible, independent insights across platforms. This commitment is why federations, agencies and sponsors continue to rely on us as a trusted partner.”
Anshu Yardi, head, TAM Sports, said the increasingly fragmented video ecosystem has made unified analytics essential for stakeholders trying to assess the true impact of sponsorship investments.
“In today’s fragmented video environment, sponsors, agencies and franchisees need a clear understanding of how their brand communication performs across screens,” Yardi said. “TAM Sports brings together cross-platform monitoring and analytics that help stakeholders track brand visibility, benchmark competitive presence and demonstrate measurable ROI from sports partnerships.”
The platform evaluates brand exposure across several dimensions. These include advertising occurrences during live coverage, in-content brand integrations, stadium branding visibility, audio mentions, editorial logo placements in print, and presence across digital and social media. Clients can also combine the data with brand-lift studies to assess the depth and prominence of sponsorship exposure.
By consolidating these monitoring and analytics capabilities within a single platform, TAM Sports aims to give rights holders and sponsors a clearer view of how their investments perform across broadcast, streaming, digital and on-ground environments.
The company says the expanded system allows stakeholders to gauge competitive share of voice and sponsorship visibility across the broader sports media ecosystem.
In a world where fans switch effortlessly between television, phones and connected screens, the message from TAM Sports is blunt: follow the audience everywhere—or risk losing sight of the brand game altogether.
