MAM
Tam enters into agreement with Esha Monitoring Service to monitor PR content
MUMBAI: Media research firm Tam through its special PR and content analysis division, Eikona PR Track has observed the increasing need to monitor and analyse PR and Media editorial efforts undertaken by companies across industries.
Therefore it has decided to lay special focus on media (editorial and content) measurement and analysis across TV, newspapers, magazines, internet and trade journals. This will be done through the exclusive agreement between Eikona PR Track and Esha News Monitoring Service, India’s premier full-fledged news monitoring agency. This tracks more than 90 TV channels within India.
Eikona PR Track has established facilities that will come up with various levels of in-depth studies that will showcase the use & effectiveness of PR by different product categories, companies, brands and even CEOs. Tam states that the reports and analysis from Eikona PR Track will be of tremendous value add for company professionals across the management structure – right from the CEO to the sales and marketing team in the grass root level. Tam states that it has deployed highly specialised professionals to look at various levels of analysis that will result in increased understanding of integrated communications.
Eikona PR Track will leverage its exclusive technical collaboration with Media Measurement Limited (MML) UK a media and content measurement firm. Tam states that television is playing an increasing role in the PR and content war game. To provide a perspective of news channels alone, if one just looks at the 25 news channels currently in India, a corporate has to monitor 20,000 hours (or one million minutes) of news every month. This calls for a dedicated and a specialised service
Esha News Monitoring Service, director R S Iyer says, “It is a strategic milestone for our organisation to have got associated with TAM Media Research. On the basis of our experience and feedback gathered over the past 6 years, our tie-up with Eikona PR Track will definitely go a long way in bringing highly specialised and timely TV content analysis. We are sure this will be a mutually beneficial relationship for both of us and the industry.”
Tam Media Research VP Atul Phadnis says, “PR is increasingly finding its place in Board Room discussions. PR and media content is being used at all levels of the management structure, to create a sound company perception, brand loyalty and its CEO’s leadership. No doubt, this tool is also now being brought under the ROI scanner – something that proves that PR is very effective”.
Eikona PR Track aims to generate analysis that will uncover untouched areas in the PR and Content measurement field. The results will be of huge academic and professional interest for the entire industry – be it advertisers, management educational institutes, PR Agencies and most importantly, the entire marketing set up of a Company.
“The interesting part is that in today’s environment, the senior most marketing team of any company in any industry has to keep an eye on monies moving into various marketing communications baskets – Advertising, Press Relations, Direct Marketing, below the line activities etc. Our analysis will not only enable the advertiser to equate ROIs on the various media coverage led initiatives but also examine the effectiveness of PR efforts as a whole – whether at a national level, regional or local level. The study will even be of high value for the sales and distribution team of the company” adds Phadnis.
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Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
