AmapDigital

aMapDigital is India's only syndicated, overnight DTH (Direct-to-home) TV audience measurement panel. It is an aMap initiative.[1]

India is going through an exodus from cabled homes to DTH homes. This new market is growing at more than 60% annually. Measuring this space is vital for the industry.[2][3][4][5] The competition among the 7 DTH platforms (Dish TV, Tata Sky, Sun Direct, DD Direct+, Digital TV Airtel, Reliance Big TV DTH, Videocon DTH) is an evidence to this exodus.[3][6][7] [8][9][10][11][12][13][14]

Tata Sky and Dish TV, both accounting for 70% of DTH market in India, have already signed agreement with aMap for DTH Viewership and Interactive Engagement data.[15][16]

Tata Sky, CMO, Vikram Mehra says "With a subscriber base of 4.5M, Tata Sky has played a significant role in the growth and development of the DTH sector that is poised to touch the 40-50M by 2015. At the stage that the industry is in, we think it’s time that efforts are made to understand and measure the audience viewing habits of these viewers better and are excited to associate with India’s leading TV Audience Measurement System, aMap” [17]

On 12 March 2010 (start of IPL 3) aMapDigital launched its real-time ratings service for the DTH panel. Thus the IPL viewership data were available to the industry while the match was still going on.[18]

References

  1. ↑ Real-time TRP rating starts with DTH viewers The Financial Express
  2. ↑ AMap to collect data on rural TV viewing habits Livemint
  3. 1 2 DTH operators, analysts to tune in digitally Livemint
  4. ↑ Govt to play crucial role in TV ratings measurement The Business Standard
  5. ↑ New viewership rating system on cards DNA (newspaper)
  6. ↑ Dish TV seeks govt nod to raise $200 m The Economic Times
  7. ↑ Times group, Dishtv ink strategic tie up The Times of India
  8. ↑ Videocon eyes 1.5 mn subscribers for DTH Livemint
  9. ↑ Sun Direct ushers in high definition TV viewing The Times of India
  10. ↑ Sun Direct to invest $300 mn over next 5 yrs The Economic Times
  11. ↑ DTH players eye non-cable TV homes The Economic Times
  12. ↑ Bharti Airtel launches two DTH entry packs The Economic Times
  13. ↑ Bharti Airtel launches DTH satellite television service, offers superior technology, content International Business Times
  14. ↑ Sun Direct says takes No. 2 DTH slot from Tata Sky Hindustan Times
  15. ↑ aMap to provide viewership data of interactive content on DTH platforms Agency FAQs, afaqs.com
  16. ↑ DTH cos may charge premium rates from advertisers in '10 The Business Standard
  17. ↑ aMap signs agreement with Tata Sky Campaign (magazine)
  18. ↑ IPL-3 a smash hit across media spectrum The Business Standard

External links


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