Reaching the elite
Measuring the viewership of those that matter
Joydip Kapadia, L Chandrashekhar & Vivek Srivastava
The most difficult segment to be reached by any mass media research has always been the top Socio Economic end of the population. This discerning section is a mystery for broadcasters/advertisers who target them for niche content and premium brands respectively. This segment is generally underrepresented in any national panel based study.
This Paper aims to understand the television viewership habits of the “elite”; “elite” being defined as the top 3% of the population. This segment although small in size has been expanding rapidly in Major Metros of India, and already possesses a high spending power. This research highlights a completely new way of panel recruitment, along with fusion of latest technology to understand the differences between the “elites” and the rest of the population.
This will be the first such panel exercise to understand TV media consumption on a continuous basis, thereby aiding broadcasters to strategize any special content, promotions & pricing and at the same time, helping advertisers to reach this segment in more efficient & cost effective manner.
Joydip Kapadia
TAM Media Research, India
Joydip has been with TAM since 1998, the year in which TAM launched its service in India, spearheading the panel operations since inception.
Joydip has been in the field operations with large market research companies in India. He started his career with IMRB the Kantar Company in India way back in 1984. He then moved to MODE, now TNS in India, in 1988 as a head of the western region responsible for 4 states.
Post that, he accepted the challenge from ORG-MARG in 1991, to be responsible for field operations in the entire country as a Field Director, subsequently getting involved in the setup of INTAM the TV audience measurement division of the company since 1994 before joining TAM.
At TAM he has been the part of the Core Panel Management Team comprising of a person from measurement science and systems as other members.
He has been instrumental in the Elite Panel set-up right from the conception stage including the areas of sampling, recruitment and vital evaluation and implementation of the data capture technology.
L Chandrashekhar
TAM Media Research, India
Chandrashekhar L started his career with TAM Media Research in 2004 in the broadcast consulting division S-Group. A Business Economics graduate from Delhi University, he completed his masters programme in Media Management/Research from the premier communications management institute of India, MICA. He also bagged the Gold medal for the Best thesis award for his work titled “A study of varied ROI techniques and issues impacting ROI in the context of broadcasting, media planning and advertising” during his masters programme.
Currently serving in the capacity of Group Brand Manager for TAM S-Group handling research projects in the area of TV content, marketing and distribution for a host of television networks in India, he also had a brief stint handling the media responsibilities for one of the biggest advertisers in India, ITC Foods Division.
Chandrashekhar has been involved in the set-up on the Elite Panel right from conception stage till the final execution.
Vivek Srivastava
TAM Media Research, India
Vivek Srivastava started his career in media with TAM Media Research in the year 2004 where he has fast risen to the post of Group Brand Manager for TAM's consulting division S-Group. A graduate in Statistics, he has also had an experience in the research function at IMRB prior to completing his Master in Management from Mumbai University.
During this eventful stay at TAM, he has dabbled in new-age broadcast research areas of content, distribution & marketing with almost all major broadcast biggies in India! He has represented Tam Media Research as a speaker in various forums FICCI frames speaking on television related topics.
Vivek has been a core member of the team that set up the Elite Panel right from the incubation stage till the final set-up.
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