IMRB

Media & Panel Group: Television Research

IMRB’s media research team was an integral part of team that set up the industry approved television audience measurement system in India - TAM India (www.tamindia.com). The other types of researches where we specialize are

• Concept Development both in terms of creating TV software and pre-testing it.
• Developing an ideal program mix for a channel and giving inputs to the scheduling teams on the client side
• Mapping audience viewing patterns by day parts in markets where the TAM service is not available
• Audience Profiling studies to help the sales teams of niche channels
• Channel evaluation to assess need gaps and suggest programming changes
• Brand studies to asses the equity of the channel amongst its viewer and to give strategic inputs to channel extensions / acquisitions
• Besides the above we have a lot of innovations in television research; Quality of Viewing being one of the most significant one