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Guest column: Why BARC renaming impressions as AMA makes sense
CHENNAI: What is known as ‘impressions’in India is known as AMA in Canada, ‘average audience’ in the US and ‘projections’ in Australia. Regardless of the name, average minute audience is what it is and it is not just a case of a rose by any other name.
BARC has defined impressions as the number of individuals (in '000s) in a target group who viewed an event averaged across minutes.
The formula for impressions is:
Impressions= Total Viewing Minutes/Program Duration (in mts)
As is evident from the formula, total viewing minutes of a programmeis not the same as the programme duration. Suppose there are five individuals A, B,C, D and E in the target group and we want to measure the impressions of a 30-minute programme(or ‘event’ if you insist on jargon).
Here, total viewing minutes of a 30-minute event is 0+ 5+ 30+ 10+3 = 48 minutes
Total viewing minutes being the sum of minutes watched by all individuals in the TG.
When applied in the formula,impressions = 48/30 = 1.6
In other words, 1.6 is the average number of individuals viewing the event per minute.
To refer to this as ‘average minute audience’ is just making life easier for everyone
(( Total Viewing minutes is also Avg. daily reach x Avg. Time spent per viewer
In our example, Average Daily Reach is 5 and Average Time Spent per viewer = 48/5 = 9.60))
Impressions is a metric used in online response measurement as well. An impression is recorded when a web server responds to a page request by a user's browser. Using the same term in TV audience measurement was cause for confusion and this rechristening is a welcome move. In the new avatar as average minute audience, the concept becomes self-explanatory:
“The average number of individuals who viewed the event in a minute.”
Simple!
Soccer and football maybe the same, but football is self-explanatory and soccer is jargon.
The writer is managing partner of adMAX Media Consultants. The opinions expressed here are his own and Indiantelevision.com may not subscribe to them.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
