Mumbai, November 22, 2006: Audience Measurement & Analytics Limited, Asia's First Overnight Television Audience Measurement System announced today that aMap has reached the landmark of 6,000 metered homes in the country. aMap now has World's Largest panel that can provide multi-dimensional TV viewership data. To the existing 28 markets in India, aMap has introduced three new markets viz. Jammu, Guwahati and Jharkhand & Bihar. The state of the art viewership measurement system has changed the TV Viewership Rating System in India and is setting the new rules for the Business of programming, media planning & buying, selling ad space on Television.

Commenting on the occasion, Mr. Francis Howard, Director, aMap said, “We are committed to the Industry in continuing with the most robust & sophisticated system that addresses the needs of the changing mediascape. We are now present all over India. Introduction of the three new markets of Jammu, Guwahati and Bihar & Jharkhand will give path-breaking insights into hitherto unreported markets. aMap ensures that it is large enough to capture the smallest nuances of the market.”

“There has been a sea of change in the Television & Marketing industry ', comments Mr. Tapan Pal, CEO, aMap, “Marketing and ad spend has increased at an exponential rate. Huge money is pumped into marketing activities on Television like brand building and more. Therefore a detailed study of the target audience is essential. aMap provides viewership data reported from 6,000 metered homes on multiple parameters like detailed demographics, durable product ownership, occupation status and many other. This accurate and explicit data helps the Media Planners and Media Buyers to make plans based on customized target groups specific to the advertisers brand. For advertisers aMap helps to monitor the efficiency of ad spends and return on marketing investments.”

Mr. Raviratan Arora, M.D. of aMap said, “aMap is Asia's First & Only system that provides viewership data overnight. Communication at the right time to the right kind of audience ensures value for money of each rupee spent. Viewership data on a second by second basis ensures that advertisers end up paying only for viewers that they reach. aMap helps broadcasters to keep a daily track of the rapid pace with which viewership is changing and has been able to track changes faster then what was possible before. Taking into consideration the media proliferation, fragmentation & changing media habits with the increased competition, aMap has assumed the role of a solutions provider instead of a mere data provider.”

Emphasizing on the error-proof mechanism of aMap, Mr. S.R. Ayer, Chairman, aMap said, “Our entire data capturing system is completely automated. It does not leave any scope for human error. Every meter installed in the panel household is connected to a GSM modem. The central server dials into each meter to collect data for automated processing and data health checks. This latest and most expensive technology has been sourced from Telecontrol, a GFK subsidiary.”

The heterogeneity amongst consumers and their diverse spending patterns call for a robust system for audience measurement on a much larger sample size. aMap provides the viewership data on basis of customized target groups specific to varied requirements of media owners, planners, buyers, production houses and regulators.

aMap Research Methodology

• An Establishment Survey is conducted to understand the demographic profile of the market to ensure that the market is large enough to capture the smallest nuances.
• The Control Panel includes multiple variables classified into Primary and Secondary parameters. Additionally, special efforts are undertaken to ensure SEC A1+ presence in the panel.
• Each meter is connected to a GSM modem. Central servers at aMap data centre automatically dials up into panel homes to collect data every night and data is ready for the use of clients the next day morning.
• Twenty percent of panel homes are replaced with new homes every year. Sample rotation activity is distributed across the year.