aMap to provide viewership data of DTH users- Busts a myth? [Media Monday]
aMap has recently signed deals with Tata Sky and Dish TV to measure viewing habits of Digital subscribers using DTH services. By using a proprietary ‘format independent content identification ‘ technology, they will be able to measure all type of interactions between users and their Set-Top-Boxes(STBs).
For aMap which has been trying to compete with TAM for quite some time in India, this may be a good move. aMap known to provide overnight data for its analogue measurement analytics, will also be providing the same for its digital measurement through 1500 odd meters they are going to install in selected DTH homes.
For quite sometime I was hearing that DTH operators are tracking viewership data using their own set top boxes, and may soon provide an alternative to TAM/aMap ratings. But this development proves that DTH companies neither have that kind of expertise nor money to achieve an effective audience measurement mechanism. Although audience measurement is a very lucrative market but their are these obvious reasons why DTH industry will keep away from it-
1. Expertise- Audience measurement requires a bigger setup for recording and analyzing samples and then using techniques like “Statistical Sampling”. It’s altogether a different ball-game.
2. Cost- To enable sampling, agencies needs to develop a Return Path Data (RPD) which can send the important user data back to the recording station. Normally, every STB has an RPD but to send data for every activity it requires a huge bandwidth, which may cost dearly to DTH operators.
3. Competition- With so many DTH operators, no one has the bandwidth to focus on data collection (to be frank)!
Would like to hear your thoughts on this?