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TAM Media Research ventures into PR, content analysis

By , agencyfaqs! | In Media Planning & Buying | May 05, 2005
The research organisation has tied up with Esha News Monitoring Service for TV Content Monitoring


TAM Media Research's Eikona PR Track has decided to lay a special focus on media editorial, content measurement and analysis across TV, newspapers, magazines, Internet and trade journals. & #BANNER1 & #

The research agency will come up with various levels of in-depth studies that will showcase the use and effectiveness of PR by different product categories, companies, brands and even CEOs.

TAM claims that it has deployed professionals to look at various levels of analysis that will result in increased understanding of integrated communications.

To provide a perspective of news channels alone, if one only looks at the 25 news channels currently in India, a corporate has to monitor 20,000 hours (or 1 million minutes) of news every month. This calls for a dedicated and a specialised service. TAM claims that its service will be useful on this case.

Atul Phadnis, VP, TAM Media Research, says,."Public relations is increasingly finding its place in board room discussions. PR and media content is being used at all levels of the management structure to create a proper perception of the company, brand loyalty and its CEO's leadership. This tool is now being brought under the ROI scanner - something that proves that PR is very effective." 2005 agencyfaqs!

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