MUMBAI: TAM India will be presenting three papers at the WAM conference in Canada this June. This comes close on the heels of TAM's success at the ESOMAR conference in Tokyo.
WAM (World Audience Measurement Conference), organised jointly by ESOMAR and ARF, is the world's largest and only platform of this kind. TAM India has been the only research organisation to be invited to present three papers at one go at WAM since it started four years ago.
TAM India officials are jubilant. Says CEO TAM Media Research, LV Krishnan, "This is the first time a country's research outfit has managed this feat at a global level like WAM. This indicates the quality of research capabilities of Indian companies. The outcome of each of the research papers will translate into new level of value addition for the entire Indian media industry and understanding audience ROI."
WAM is the only meeting place for executives involved in media measurement. It offers learning opportunities in new development, new techniques and provides constructive feedback to audience measurement firms from around the world.
This time there will also be a conference on measuring the effectiveness of branded entertainment and sponsorship. Participation for these annual events comes from countries across the globe and grosses more than 400 papers on media research.
This conference is of particular importance as it comes in the backdrop of TAM Media Research predicting that 2005 is the take-off year for the Indian media industry. With the past year having been an eventful one, it seems this year has huge potential for advertisers, broadcasters and planners to maximise deliveries through a planned approach to media research.
TAM Media Research is a joint venture company between AC Nielsen and Kantar Media research/ IMRB which is the TV ratings firm that measures and analyses TV viewership patterns in India. It runs one of the largest Peoplemeter TV Panels in the World with more than 20,000sample individuals representing all the towns with population of more than 100,000 polled every week for their viewing habits.
Says LV Krishnan, "It was in 2004 that media received media attention. And in 2005 already some 50 new channels have announced their plans to start this year. With the growing importance of reach, advertisers are increasingly juggling TV, newspapers, magazines, radio, cinema, outdoor and online to get the right mix. Broadcasters are embracing the transition from cable and satellite to DTH and broadband and advertisers are finding ways to move beyond ad breaks."
