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Chrome to offer channel reach data in Northeast states

Bapun Raz

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NEW DELHI: With complaints from broadcasters and advertisers that information about viewership is only available from Guwahati as far as northeast India is concerned, Chrome NE has been launched as a pivotal tool for 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).

Launched by Chrome Data Analytics and Media, it claims to be the only comprehensive connectivity report in the northeastern region that will furnish facts to the industry by providing insights to all key stakeholders into this untapped territory.

Chrome NE will enable broadcasters to discover the yet unexplored goldmines of the northeast by tracking C&S households in all 0.1 Mn+ cities across 8 states – Assam, Meghalaya, Tripura, Manipur, Mizoram, Nagaland, Arunachal Pradesh and Sikkim, covering the entire region comprising a population of almost 45 million.

The report will be released every Monday. Broadcasters will get 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.

Chrome Data Analytics & Media Founder and CEO Pankaj Krishna said that the northeastern region has been a major blind spot to every broadcaster and advertiser until now.


He said the entire data will be household based, and ‘converter boxes’ will be tagged to television sets in various homes to collect the data.

While the initial target was to aim at all the analogue TV homes, Krishna said his company was prepared for the digital homes as well, for which it was working with a large DTH platform. However, he refused to name the platform. He said about 100 channels were still available only in analogue mode.

Asked if the weekly reports would be made public, he said these would generally go to the broadcasters. However, ‘genre-based’ reports may be made available from time to time.

He said he was confident that the findings and weekly updates will help in formulating a better mix of content and distribution strategy for broadcasters, and better ROIs for advertisers. The northeast was opening up and advertisers were also coming in a big way, he added.

Chrome NE will also open up a new horizon to be explored by FMCG clients including Unilever, Reckitt Benckiser, Johnson & Johnson, Marico, Godrej, P&G, Henkel to name a few. Consumer durables as well as mobile manufacturers including Maxx, Micromax, Karbonn, Spice etc, for whom North East holds tremendous potential will benefit largely from Chrome NE, he added.

Chrome executive director Jeffrey Crasto said there is a huge gap in the demand and supply of frequencies, available on Cable Networks – thereby resulting in the Rs 16 billion plus carriage fee industry in India.

Explaining the methodology, he said a television converter/set-top box, that transposes any of the available channels from a cable television service to an analogue RF signal on a single channel is used to identify the frequency at the panel home. A 'parallel home' technique, to monitor the transmission quality of individual channels across head-ends, is followed.

The set top boxes used are wide band UHF cable converters and take frequencies up to 860 MHz. Each panel home has three 'parallel homes' within a radius of 3 km, equipped with cable ready television sets.

He also said this will mean exact date and time recorded for collection of each data point across the country.

"Currently most advertisers, media planners and buyers look at data pertaining to Guwahati alone and are forced to assume that the same is true for all other states across the North East. This is not at all the case, since many channels are available either only in Guwahati or in Assam and not in the rest of the states, and vice versa. Advertisers and media agencies will now be able to gauge shortfalls in their projections and be in a position to take corrective measures."



http://www.indiantelevision.com/headlines/y2k11/aug/aug16.php
 
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