MAM
OMD China unveils data smart television measurement tool
MUMBAI: OMD China has launched Predictor 2.0 – a tool, which is designed to help marketers evaluate the real value of existing TV programs.
Predictor 2.0 also predicts future TV ratings by taking into account various factors which influence it.
Brands continue to pay record prices for TV show sponsorships, yet the effectiveness of their investments remains open for deliberation and measurement. Predictor 2.0 quantifies the real value of TV programming through a combination of TV ratings and social buzz created.
“It’s a breakthrough in television measurement. Previously TV had been measured by a one dimensional indicator – “ratings.” We created Predictor 2.0 in response to a staggering amount of evidence related to social interactions emanating from TV programs. Hence, Predictor 2.0 combines a very important factor ‘social influence’ on TV ratings and also the reverse influence of TV in the social space. Together, these two effects can push a program to its peak popularity or drive the ratings down,” said Omnicom Media Group Asia head of brand science Saurav Bhowmik.
Additionally, Predictor 2.0 has algorithms and machine learning capabilities to forecast the future of a program to help marketers by understanding the audience around a TV show even before it premieres as well as breaking down the elements of branded content which potentially creates the biggest ratings impact.
Currently, there are other program evaluation systems, which provide a “forecast” function, but they have a qualitative approach rooted in an expert based scoring system. These systems provide “recommendation scores” instead of directly predicting the ratings. Predictor 2.0 has a more quantitative approach, which links program information to social media attention indexes and hence evaluates and recommends content opportunities.Predictor 2.0 identifies 12 key topics through social big data (at least 10M social posts) and with modeling, links the TV rating to quantify the real value of the program. In addition to social buzz, other factors considered in the prediction model include: the TV channel, celebrities/producers, on-air time-slot, and competition with other key programs. Because of this, it is also feasible to do forecasting for new TV programs as well.
OMD China CEO Arlene Ang said, “OMD is committed to developing data smart media solutions, and we are continuing to set the industry standard by developing the first program assessing tool. Innovation is key to our success and Predictor 2.0 is an example of how we are committed to being at the forefront of game changing thought leadership.”
MAM
Dish TV shareholders approve three independent directors
99.49 per cent vote of confidence strengthens board as company expands into connected TV, e-commerce and OTT.
MUMBAI: Dish TV has just been served a near-perfect vote of confidence and the shareholders have dished it out in style. Shareholders of the DTH operator have approved the appointment of three new Independent Directors with an overwhelming 99.49 per cent approval. The three appointees are Mr Arun Kumar Kapoor, Ms Heena Naishadh Bhatt and Mr Ashok Anant Paranjpe.
The strong mandate reflects continued investor faith in the company’s strategy, disciplined execution and long-term value creation. It comes as Dish TV focuses on stabilising its core DTH business while actively scaling new verticals connected TV platform VZY, B2B e-commerce ShopZop, and OTT service Watcho to build a more diversified and resilient growth trajectory.
Dish TV India Limited, CEO & executive director Manoj Dhobhal said, “We are encouraged by the shareholders’ approval of the appointment of the Independent Directors and sincerely thank them for their continued trust and confidence. The Board is already benefiting from the Directors’ collective experience, which will further sharpen strategic focus and support disciplined execution.”
With a fresh, strengthened board in place, Dish TV is well positioned to navigate the evolving media landscape. In a sector where every percentage point matters, a 99.49 per cent thumbs-up is the kind of ringing endorsement that suggests the company’s recipe for the future is already tasting right.
