aMap signs agreement with Tata Sky

aMap has signed a contract with Tata Sky, securing its DTH audience measurement business. With this deal, aMap will deliver DTH viewership and interactive engagement metrics.

Commented Vikram Mehra, chief marketing officer, Tata Sky, "With a subscriber base of 4.5 million, Tata Sky has played a significant role in the growth and development of the DTH sector that is poised to touch 40-50 million 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."

Joseph Eapen, CEO, aMap said, "With the subscriptions and support aMap Digital has got, aMap has mounted an exclusive panel to measure this rapidly growing DTH universe. We are proud of the advancement our technology brings to the measurement domain. DTH measurement is vital for the industry as it will manifest the true choice of the viewers, as the DTH space is devoid of placement games, last mile chaos and related influence. It is a boon to niche channels as well."

aMap will now provide DTH viewership and interactive service usage data through its syndicated DTH measurement panel, aMap Digital. aMap Digital uses a proprietary - format independent content identification – technology which measures all types of interaction with the TV, be it digital broadcast, use of interactive service or time-shifted viewing. The meter uses GPRS network to transfer the data, thus making ratings available in real-time.