TAM Media Research
has been invited to make a presentation at the ESOMAR WM3 Conference, currently on at Dublin, Ireland. WM3 stands for Worldwide Multi-Media Measurement.
TAM has won awards at past Worldwide Audience Measurement events organised by ESOMAR in Shanghai, Geneva and Montreal. This is the third time TAM has been invited for WAM.
A team from TAM Media Research is currently at the WM3 2007 Conference in Dublin, Ireland, to make a presentation on TAM setting up the world's first Elite TV Panel. The team comprises Joydip Kapadia, vice-president, operations, and Vivek Srivastava, group account manager, S-Group, TAM Media Research.
According to LV Krishnan, chief executive officer, TAM Media Research, "Media as an industry has a lot to unravel. The quest to know more, find solutions and work on newer paradigms of data is never-ending. It was during one of these deliberations with industry members two years ago that all of us together came up with this novel idea of setting up a parallel Elite TV Panel."
"Today it is a fabulous source of information about the TV viewing behaviour of the Indian elite, who brand owners aim to target. TAM commissioned the Elite Panel in January this year. The selection of this work for presentation at WM3 is an affirmation of the work that TAM and the Indian industry continue to do globally."
Says Pradeep Hejmadi, vice-president, S-Group, TAM Media Research, "We are proud to have achieved this milestone. S-Group is looking forward to working closely with advertisers and broadcasters and to helping unearth business solutions from the Panel's data."
Elite consumer media studies are recall-based survey measurements. Not many attempts have been made to measure this exclusive set of consumers through a continuous panel-based method.
The Indian Elite Panel captures the nuances of TV viewing among the top 3 per cent of the socioeconomic strata in Mumbai and Delhi. The entire approach to home selection and recruitment for the panel was done in a unique manner. This two-year long effort involved scientific recruitment, counselling and data collection methods to ensure a robust gold standard currency for the industry.
WAM is one of the largest broadcast research conferences. The conference is held jointly by ESOMAR (European Society for Opinion and Marketing Research), the Netherlands, and the ARF, the US.