NEW DELHI: 3 August 2011 Till now broadcasters and advertisers had information about viewership only from Guwahati in the whole of northeast India. But now Chrome Data Analytics & Media has launched Chrome NE, a unique comprehensive connectivity report targeting North East India. It will provide detailed information about the viewing trends of people in this region. This will help broadcasters to check their availability and for marketers and media agencies to discern the accurate reach across each of the seven northeastern states (along with Sikkim).
Chrome NE will track cable and satellite (C&S) households in all 0.1 Mn+ cities across 8 northeastern states – Assam, Meghalaya, Tripura, Manipur, Mizoram, Nagaland, Arunachal Pradesh and Sikkim, covering the entire region comprising a population of almost 45 million. The data will be household based, and ‘converter boxes’ will be tagged to television sets in various homes to collect the data. The report will be released every Monday.
bestmediainfo.com reported that currently in the country there are a total of 626 channels running in the country. 314 show general content (non- news) and 312 are based on news. 75 channels are permitted to uplink from overseas and 29 new applications have been received. 100 channels are on the analogue platform and 262 channels on the digital platform. There is a huge gap in the Demand & Supply of frequencies, available on Cable Networks- thereby resulting in the 1600+ Crores carriage fee industry in India.
Chrome NE will get broadcasters information regarding their own availability for the previous week at every individual head-end as well as the competition’s precise distribution stats across all key head-ends and markets.
Company’s Founder and CEO Pankaj Krishna said that the northeastern region has been a major blind spot to every broadcaster and advertiser until now.
The findings and weekly updates will help various stakeholders in formulating a better mix of content and distribution strategy for broadcasters, and better ROIs for advertisers interested in the northeast. FMCG companies including Unilever, Reckitt Benckiser, Johnson & Johnson, Marico, Godrej, P&G, Henkel and consumer durables as well as mobile manufacturers including Maxx, Micromax, Karbonn, Spice etc, for whom North East holds tremendous potential will benefit from Chrome NE.
Mr. Krishna Pankaj elaborated on the fact that how this tool is different from the TAM data said, “TAM tells you that how good or bad you are, while we tell why you are good or bad? Technically the current in-depth analysis is for focussed audience, while our data is fairly accurate in terms of representing a broad category’, reported bestmediainfo.com.
(With inputs from indiantelivision.com)