GECs
Tam’s Elite Panel data goes live
MUMBAI: It has taken quite a while but media research agency Tam has finally got its Elite Panel up and running.
This latest value addition for the Indian TV industry will measure the TV viewership behaviour of the crème de la crème of the Mumbai and Delhi population.
An Elite Household in the panel is defined as one which is SEC A1 owning AC & PC & Car.
Tam’s Elite Panel is a mix of cable, DTH and Cas homes. The Indian Elite Panel captures the nuances of TV Viewing among the top three per cent of the Socio-Economic strata in Mumbai and Delhi. Tam Media Research CEO LV Krishnan says, “Across the globe, all Elite consumer media studies are recall based survey measurements. Very few attempts have been made to measure this exclusive set of consumers through a continuous panel based method. Tam’s Elite Panel is the world’s first such study to understand Elite consumers’ TV viewing habits.”
“At this moment of time, I would like to thank every senior member of our industry who gave us a patient hearing, offered us valuable suggestions and stood the test of time to finally see the industry project through. What I am even more pleased about is that, throughout the two years it took us to implement the industry proposal, Tam received support from all constituents of the industry.
The key question is how is this development viewed by the industry. Star India president, ad sales and distribution, Paritosh Joshi says that while he has not yet seen the numbers, in principle the Elite Panel together with Cas represents a strong plus for channels like Star Movies and Star World that target the affluent segment. “They will be able to offer more demonstrable numbers to clients. More and more brands that target the upmarket audience from sectors like hospitality, finance, automobiles, apparel and lifestyle are looking for the right media vehicles. This development will allow them to do that.”
Zee Network’s ad sales head Joy Chakraborthy feels that the introduction of the Elite Panel is better late than never. “It is not fair that unique channels are measured in the same way as the general entertainment channels. That situation will change. So far unique channels have been bought on the basis of perception rather than on reality. It was a case of ‘if I am watching it then others must also be watching it’ scenario. This issue will now get addressed. We are still examining the data though, as we only just got it.”
On the media side Starcom’s Manish Porwal was happy that the long awaited development had finally happened. “While we will wait and see how it fares in terms of consistency, the fact that it has happened is good news for the niche channels who will now get better exposure. Their representation earlier was small. It certainly allows us to look at the niche English genre with finer lenses and also allows us to better qualify the upmarket audience segment.”
Spatial Access’ Meenakshi Madhvani says that so far the television ratings system has basically catered to the lowest common denominator i.e. the masses. Now though, one will hopefully get a better idea of what the small in number but important affluent consumers are watching. “It will allow us to get a better fix on the affluent viewers. Also the disadvantage that the niche channels had in terms of not having the numbers to show will not be there.”
One of the additional USPs of the panel is that it has deployed the state-of-the-art Digital TVM5 peoplemeters. Commenting on this, Tam Media Research VP Pradeep Hejmadi says, “The Elite Panel comprises of homes receiving channels through a mix of Analogue cable, Digital set top box (Cas) and Direct –to-Home (DTH) platforms, making this the first technology-hybrid, platform neutral TV study.”
Tam adds that across the globe, all Elite consumer media studies are recall based survey measurements. Very few attempts have been made to measure this exclusive set of consumers through a continuous panel based method. Tam says that its Elite Panel is world’s first such study to understand Elite consumers’ TV viewing habits.
GECs
Vikram and Ajinkya Gandhe win Masterchef India season finale
Chef Sanjeev Kapoor joins judges for emotional MasterChef finale
MUMBAI: The latest season of MasterChef India concluded on a high note, with brothers Vikram Gandhe and Ajinkya Gandhe crowned winners in the grand finale aired on Sony Entertainment Television.
The duo from Nagpur lifted the coveted trophy and donned the show’s signature golden apron after a season that celebrated India’s diverse culinary traditions under the theme “Pride of India”.
This edition of the popular cooking reality show introduced a new jodi format, with 50 pairs from across the country competing in the Masterchef kitchen. Contestants brought personal stories, regional flavours and family bonds to the competition.
The grand finale featured the final three pairs: Vikram and Ajinkya Gandhe (brothers), Saisree and Chanda (mother and daughter), and Anju and Manju (sisters).
The finale was attended by celebrity chef Sanjeev Kapoor, who joined the show’s judging panel comprising Vikas Khanna, Ranveer Brar and Kunal Kapur.
Kapoor said the show has long served as a platform to celebrate India’s rich culinary heritage and provide passionate home cooks with a national stage. He noted that the current season reflected a confident India that takes pride in its roots while embracing new culinary ideas.
Judge Vikas Khanna said the contestants’ journeys and the memories created during the season would remain with the team long after the show’s conclusion. Ranveer Brar described the show as a family that continues to grow with every season, while Kunal Kapur praised the contestants’ creativity and determination.
With the finale now concluded, the latest season of MasterChef India once again highlighted how food can reflect identity, heritage and storytelling, inspiring home cooks across the country to pursue their culinary ambitions.
