MUMBAI: Team Tam will be leaving for Montreal, Canada, today to represent the Indian media industry at the Worldwide Audience Measurement (WAM) Conference 2005.
Tam will present three research papers on different subjects. Each of these will focus on different perspectives and a better understanding of audience ROI (return on investment) in the science of advertising, broadcasting and planning for the global media fraternity. Tam will compete with over 400 other research papers presented from close to 45 other countries across the world.
In March this year, a team returned after hoisting the Indian flag at Esomar 2005 conference in Tokyo.
The three papers will focus on the following subjects:
Measuring the reasons for a shifting TV viewership loyalty
Efficient planning of mutli-media promotions to garner the best possible viewership, and
Effectiveness of branded entertainment and sponsorships on TV
Last year, Tam India won The Best Paper award at Esomar 2004 in China. This was followed by its dominance at the WAM conference in Switzerland in June 2004.
A jubilant Tam Media Research chief executive officer LV Krishnan says, "Yes, these events are wonderful milestones for Tam Media Research. However, what is more important is that these developments showcase Tam’s commitment towards the Indian Media Research industry and the quality of work Tam does far beyond the basic TV viewership business. Never has a single country research outfit been able to manage this feat at a global level like WAM. It brings great sense of joy and pride for us to be able to represent our country at session as global and unique as this. WAM is practically the Oscars of Media Research community globally. The outcome of each of the research papers will translate into a completely new level of value addition for the entire Indian media industry and understanding audience ROI."
For the first time ever this year, three different research papers prepared by Tam India have been nominated for WAM conference organised jointly by Esomar and ARF.
WAM is the world’s largest and only platform of this kind. Now in its fourth year, WAM is truly the only meeting place for executives involved in media measurement. This platform offers learnings in new developments, discuss and debate new techniques and provide constructive feedback to audience measurement firms from around the world - ultimately leading to innovation in the field.
Last year, Tam’s papers paid special attention on concepts and perspectives for the advertisers’ community. This year, Tam has laid special emphasis in the science of broadcast management.
