First Press Commission (1952-54)
The first Press Commission was formed under the Chairmanship of Justice
J. S. Rajadhyakhsa on 23rd September 1952 by the Ministry of Information and
Broadcasting to inquire into the state of the Press in India. Some of the other
members of the 11-member working group were Dr. C.P. Ramaswamy Aiyer, Acharya
Narendra Deo, Dr. Zakir Hussain, and Dr. V.K.V. Rao. It was asked to look into
factors, which influence the establishment and maintenance of high standards of
journalism in India.
The Commission inquired into the control, management and ownership, the
financial structure as well as other important aspects of the newspaper
industry in the country. The Commission, after a careful and detailed study,
concluded that there should be indigenisation of both capital and the staff
especially at the higher levels and it was highly desirable that proprietorial
interests in daily and weekly newspapers should vest predominantly in Indian
hands.
After considering the recommendations of the Press Commission and the
Note submitted by the Ministry of Information & Broadcasting, Government of
India, the Union Cabinet adopted a Resolution on 13 September, 1955, which
became the basic policy document in regard to the Press in India. The
resolution is as follows:-
“The Cabinet considered the Ministry of Information &
Broadcasting’s note dated May 4, 1955, and was of the view that so far as the
ownership of newspapers and periodicals by nationals of other countries was
concerned, the problem was not a very serious one as there were only a few such
newspapers and periodicals. The Cabinet, therefore, felt that no action needs
to be taken in regard to these newspapers and periodicals but that no
foreign-owned newspaper or periodical should, in future, be permitted to be
published in India. The Cabinet, however, agreed that the other recommendation
of the Commission that foreign newspapers and periodicals, which dealt mainly
with news and current affairs, should not be allowed to bring out Indian
editions, should be accepted in principle.
During the past 46 years since the above
Resolution came into effect, no foreign newspaper or periodical has been
allowed to be published from India nor has any foreign investment in the
domestic print media sector been permitted.
However, in the
new context of globalization, the demand for foreign participation and
investment in the print media has been raised by a section of the newspaper
industry. In the public debate which has taken place on this issue, the opinion
of the print media has been divided. Since the issue has far reaching
consequences for the Press in India, the Committee decided to take up this
subject for a detailed study. A public notice was issued.
The
commission was appointed because after independence the role of the press was
changing from a mission to business. It found that there was a great deal of
scurrilous writing often directed against communities or groups, of indecency
and vulgarity and personal attacks on individuals. It also noted that yellow
journalism was on the increase in the country and was not particularly confined
to any area or language. The commission, however, found that the well
established, newspapers on the whole, had maintained a high standard of
journalism.
It remarked that
whatever the law relating the press may be, there would still be a large
quantity of objectionable journalism, which, though not falling within the
purview of the law, would still require some checking. It felt that the best
way of maintaining professional standards of journalism would be to bring into
existence a body of people principally connected with the industry whose
responsibility would be to arbitrate on doubtful points and to ensure the
punishment of any one guilty of infraction of good journalistic behavior. An
important recommendation of the commission was the setting up of a Statutory
Press Commission at the national level, consisting of press people and lay
members. Its recommendation and the action taken can be summed up as follows:
• To protect the freedom of the press and to maintain high standards of
journalism, a press council should be established.
The press council of India was established on July 4, 1966 which
started functioning from November 16 (on this date, National Press Day is
celebrated) 1966.
• To prepare the account of the press and the position of every year,
there should be appointment of the Registrar of Newspaper for India (RNI).
It was also accepted and RNI was appointed in July 1956.
• Price-page schedule should be introduced.
It was also accepted in 1956.
• For maintaining a cordial relationship between the government and the
Press, a Press Consultative Committee should be constituted.
It was accepted and a Press Consultative Committee was constituted on
22nd September
1962.
• Working Journalists Act should be implemented.
The government implemented this and in 1955 the working journalist and
other newspaper employees (conditions of services) and miscellaneous Provisions
Act was set up.
• It recommended establishment of a fact-finding Committee to evaluate
the financial position of the newspapers and news agencies.
A Fact Finding Committee was set up on 14th April 1972. It submitted
its report on 14th January 1975.
• For protecting the main principles of the freedom of the press and to
help the newspapers against monopolistic tendencies, a Newspaper Financial
Corporation should be constituted.
It was accepted in principle and on 4th December 1970, a Bill was also
presented in the Lok Sabha, but it lapsed.
Second
Press Commission
The government of India constituted the Second Press Commission on May
29, 1978. The second press commission wanted the press to be neither a mindless
adversary nor an unquestioning ally. The commission wanted the press to play a
responsible role in the development process. The press should be widely
accessible to the people if it is to reflect their aspirations and problems.
The question of urban bias too has received attention of the
commission. The commission said that for development to take place, internal
stability was as important as safeguarding national security. The commission
also highlighted the role (and, therefore, responsibility) of the press in
preventing and deflating communal conflict.
Both press commissions of India included several respectable members
from the press. The recommendation of the first press commission for the first
time provides idea of what a responsible press should be. The second press
commission formulated in a clear manner that development should be the central
focus of the press in a country, which is building itself to become a
self-reliant and prosperous society. The commission declared that a responsible
press could also be a free press and vice versa. Freedom and responsibility are
complimentary but not contradictory terms. The main recommendations can be
briefed as follows:
• An attempt should be made to establish a cordial relation between the
government and the press.
• For the development of small and medium newspaper, there should be
establishment of newspaper Development Commission.
• Newspaper industries should be separated from industries and
commercial interests.
• There should be appointment of Board of Trustees between editors and
proprietors of the newspaper.
• Price-page schedule should be introduced.
• There should be a fixed proportion of news and advertisements in
small, medium and big newspaper.
• Newspaper industries should be relieved from the impact of foreign
capital.
• No predictions should be published in newspapers and magazines.
• The misuse of the image of the advertisement should be discontinued.
• The government should prepare a stable Advertisement Policy.
• The Press Information Bureau should be reconstituted.
• Press laws should be amended.
Press council of India
The Press Council of India was first constituted on 4th July, 1966 as
an autonomous, statutory, quasi-judicial body, with Shri Justice J R Mudholkar,
then a Judge of the Supreme Court, as Chairman.
The Press Council of India was set up on the recommendations of the
First Press Commission (1954). The commission had felt that high standard of
journalism was being maintained by only the few well-established players, while
others were prone to publishing sensational news. The commission had opined
that only an autonomous body comprising people principally connected with the
industry could ensure that no code of journalistic ethics are breached by any
player.
The commission identified roles for the proposed commissions. These
were:
Safeguarding the freedom of press
To maintain high standards of public taste
To foster due sense of both the rights and responsibilities of
citizenship
Composition of The Press Council
The Press Council Act, 1965 provided for a 25-member strong body out of
which 3 were to represent the two houses of Parliament, 13 were to be from
amongst the working journalists, of which not less than 6 were to be editors
who did not own or carry on the business of management of newspapers and the
rest were to be the persons having special knowledge or practical experience in
respect of education and science, law, literature and culture. By an amendment
of the Act in 1970, the membership of the Council was raised by one to provide
a seat for persons managing the news agencies. The same amendment also made new
provisions for the appointments of the chairman and other member of the
Council. From 1970 onwards till 1979, the chairman and other members of the
council were nominated by a Nominating
Committee consisting of the Chairman of the Rajya Sabha, the Chief Justice of
India and the Speaker of the Lok Sabha.
Press Council of India was revamped in 1979 following the enactment of
a fresh legislation by Parliament in 1978. Although the composition of the
council underwent few changes, but the objectives of the council remain the
same:
Preserving the freedom of the press
Maintaining and improving the standards of press in India
The present Council is a body corporate having perpetual succession. It
consists of a Chairman and 28 other members. Of the 28 members, 13 represent
the working journalists. Of whom 6 are to be editors of newspapers and
remaining 7 are to be working journalists other than editors. 6 are to be from
among persons who own or carry on the business of management of newspapers. One
is to be from among the persons who manage news agencies. Three are to be
persons having special knowledge or practical experience in respect of
education and science, law and literature and culture. The remaining five are
to Members of Parliament : three from Lok Sabha, and two from Rajya Sabha.
Functions of Press Council Of India
The Press Council Act, 1965, listed the following functions of the
Council in furtherance of its objects:
To help newspapers to maintain their independence
To build up a code of conduct for newspapers and journalists in
accordance with high professional standards
To ensure on the part of newspapers and journalists the maintenance of
high standards of public taste and foster a due sense of both the rights and
responsibilities of citizenship
To encourage the growth of a sense of responsibility and public service
among all those engaged in the profession of journalism
To keep under review any development likely to restrict the supply and
dissemination of news of public interest and importance
To keep under review such cases of assistance received by any newspaper
or news agency in India from foreign sources, as are referred to it by the
Central Government
Provided that nothing in this clause shall preclude the Central
Government from dealing with any case of assistance received by a newspaper or
news agency in India from foreign sources in any other manner it thinks fit
To promote the establishment of such common service for the supply and
dissemination of news to newspapers as may, from time to time, appear to it to
be desirable;
To provide facilities for the proper education and training of persons
in the profession of journalism
To promote a proper functional relationship among all classes of
persons engaged in the production or publication of newspapers
To study developments which may tend towards monopoly or concentration
of ownership of newspapers, including a study of the ownership or financial
structure of newspapers, and if necessary, to suggest remedies therefore
To promote technical or other research
The Press Council of India 1978 Act added three new functions for the
council:
a) promoting the establishment of such common services for the supply
and dissemination of news to newspapers as may, from time to time, appear to it
to be desirable;(b) providing facilities for proper education and training of
persons in the profession of journalism; and (c) promoting technical or other
research
Powers Of
The Council
The Press Council can’t force any newspaper, news agency, editor or
journalist to reveal the source of any news or information
The council has power to censure any news which violates the standards
of journalistic ethics or public taste
The council can hold inqury against an editor or a working jpournalist
if s/he is found of committing professional misconduct
Every inquiry held by the Council shall be deemed to be a judicial
proceeding within the meaning of sections 193 and 228 of the Indian Penal Code
Functions of press council of India & Complaints Procedure
A complaint against a newspaper for any publication the complainant
finds objectionable and affecting him personally, or for non-publication of any
material, should first be taken up with the editor or other representative of
the publication concerned.
If the complaint is not resolved satisfactorily, it may be referred the
Press Council of India. The complaint must be specific and in writing and
should be filed/lodged within two months of the publication of the impugned
news item in case of dailies and weeklies and four months in all other cases,
along with the original/photostat copy of the impugned clipping (an English
translation if the matter is in a South Asian language). The complainant must
state in what manner the publication/non-publication of the matter is
objectionable within the meaning of the Press Council Act, 1978, and enclose a
copy of the letter to the editor, pointing out why the matter is considered
objectionable. The editor’s reply thereto or published rejoinder, if any, may
also be attached to it. A declaration stating that the matter is not pending in
any court of law is also required to be filed.
If a newspaper or journalist is aggrieved by any action of any
authority that may impinge on the freedom of the press, he can also file a
complaint with the Council. The aggrieved newspaper or journalist may inform
the Council about the possible reason for the action of the authorities against
him i.e. if it is as a reprisal measure taken by the authorities due to
critical writings or as a result of krisan the policy that may affect the
freedom of the press (supporting documents, with English translation if they
are in a South Asian language, should be filed). A declaration regarding the non-pendency
of the matter in any court of law is also necessary.
On receipt of a complaint made to it or otherwise, if the Council is
prima facie satisfied that the matter discloses sufficient ground for inquiry,
it issues a show cause notice to the respondents and then considers the matter
through its Inquiry Committee on the basis of written and oral evidence
tendered before it. If, on inquiry, the Council has reason to believe that the
respondent newspaper has violated journalistic norms, the Council keeping in
view the gravity of the misconduct committed by the newspaper, warns,
admonishes or censures the newspaper or disapproves of the conduct of the
editor or the journalist as the case may be. It may also direct the respondent
newspaper to publish the contradiction of the complainant or a gist of the
Council’s decision in its forthcoming issue.
Similarly, when the Council upholds the complaint of the aggrieved
newspaper/journalist the Council directs the concerned government to take
appropriate steps to redress the grievance of the complainant. The Council may,
if it considers necessary, make such observations, as it may think fit, in any
of its decisions or reports, respecting the conduct of any authority, including
Government.
Audit
Bureau of Circulations (ABC)
Audit Bureau of Circulations (ABC) is one of the several organisations
of the same name operating in different parts of world. ABC founded in 1948 is
a not-for-profit, voluntary organisation consisting of publishers, advertisers
and advertising agencies as members. It does pioneering work in developing
audit procedures to certify the circulation figures of publications which are
members of ABC.
ABC as it is called and understood by all, is a founder member of the
International Federation of Audit Bureaux of Certification. The main function
of ABC is to evolve, lay down a standard and uniform audit procedure by which a
member publisher shall compute its Qualifying copies. The circulation figure so
arrived at is checked and verified by a firm of chartered accountants which are
empanelled by the Bureau. The Bureau issues ABC certificates every six months
to those publisher members whose circulation figures confirm to the rules and
regulations as set out by the Bureau.
Circulation figures that are checked and certified by an independent
body are an important tool and critical to the advertising business community.
For more information visit www.auditbureau.org.
ABC's membership today includes 562 Dailies, 107 Weeklies and 50
magazines plus 125 Advertising Agencies, 45 Advertisers & 22 New Agencies
and Associations connected with print media and advertising. It covers most of
the major towns in India.
An Advertiser would like to know the facts and figures before investing
his money in advertising. An Advertiser ought to know how many people buy a
publication and in which area. The ABC gives all these vital statistics every
six months. The ABC figures are not the outcome of opinions, claims or
guesswork, but they are the result of rigid, indepth and impartial audits of
paid circulation of member publications by independent firms of Chartered
Accountants working in accordance with the rules / procedures prescribed by the
Bureau.
Press
Information Bureau
The Press Information Bureau, commonly abbreviated as PIB, is a nodal
agency of the Government of India. Based in National Media Centre, New Delhi,
Press Information Bureau disseminates information to the print, electronic and
new media on government plans, policies, program initiatives and achievements.
The PIB is also the Government's nodal agency to facilitate private media.
The Press Information Bureau was established in 1919 as a small cell,
which has now grown into a nationwide network of 8 regional offices and 34
branch offices.
The Press Information Bureau is gateway for the Union Government
communication. It has also launched the mobile version of its website for
mobile users.
The Press Information Bureau is the central agency of the Government of
India to disseminate information on its policies, programs, decision and
activities.
The Bureau, from its headquarters and through its network of 40
regional offices, disseminates information to the media -- print, audio, visual
and electronic--both Indian and foreign. It provides feedback on people's
reactions to government policies and programs as reflected in the media.
The main functions of the bureau are to put out information on
government policies, programs and activities, obtain feedback on how these are
received and to apprise the government of public reaction as published in the
news and editorial columns of English and Indian language newspapers. The
Bureau also advices the government on its information and media policy.
The bureau employs a variety of means to disseminate information.
Written material issued by the Bureau includes press releases, press communiqués,
press notes and hand-outs, backgrounders, features and newsletters. The
material is put out in Hindi, English, Urdu, and 13 other Indian languages.
The Bureau also arranges press conferences and briefings to enable
media representatives to get the news and clarifications at first hand. The
Bureau creates media events and launch special publicity campaigns, identifying
thrust areas, formats, channels and timings. The PIB is linked with 20 of its
regional offices over computer.
The PIB releases are now being faxed through computers to local
newspapers as well as to resident correspondents of a few important outstation
newspapers.
PIB arranges photo coverage of government activities and the
photographs are supplied to dailies and periodicals published in English and
other Indian languages all over the country.
At present, there are 1,322 journalists accredited to the government at
the headquarters. They include correspondents of news agencies, newspapers,
editor-cum correspondents, correspondent-cum cameramen, cameramen, cartoonists
and cartographers, both Indian and foreign.
A National Press Centre has been set up in the Press Information
Bureau, New Delhi. It serves as a nerve centre for both national and
international press.
Indian
Readership Survey (IRS)
The Indian Readership Survey (IRS) is the largest continuous readership
research study in the world with an annual sample size exceeding 2.56 lakh
(256,000) respondents. IRS collects a comprehensive range of demographic
information and provides extensive coverage of consumer and product categories,
including cars, household appliances, household durables, household care and
personal care products, food and beverages, finance and holidays. IRS is not
restricted to survey of readership alone but is synonymous with both readership
& consumption across various FMCG (Fast-Moving Consumer Goods) products
throughout India. IRS covers information on over 100 product categories. IRS is
conducted by MRUC (Media Research Users Council) and RSCI (Readership Studies
Council of India)
Media Research Users Council (MRUC) is a registered not-for-profit
industry body in existence since 1994. The Council is committed towards
producing research studies that help organisations build credible business
models.
The purpose behind the formation of MRUC was to identify the need gaps
in media research and provide pertinent solutions by adopting global standards
in research techniques while maintaining integrity, fairness, and reliability
of the data. Its aim is to provide periodical research to capture frequent and
rapid changes in media consumption.
MRUC was established in the year 1994 and has been conducting research
ever since.
The Council has produced many studies and many firsts which won the
trust of the industry. The Indian Readership Survey (the world’s largest
continuous study and currency for print media), Indian Outdoor Survey (the
first ever measurement system on outdoor media), Indian Listenership Track (a
day after recall study on radio listenership) are few examples.
MRUC has enjoyed a legacy in media measurement where no other body or
organisation has produced the depth of media studies over a period of two
decades in the way MRUC has, thanks to the many industry leaders, members and
users.
MRUC continues to remain steadfast in its commitment toward the cause
of the industry by maintaining, sustaining and propagating the highest levels
of integrity and reliability.
The Council was formed by like-minded leaders who came together with a
determined objective of establishing an industry body that works toward
providing accurate media measurement solutions at pre-defined frequencies.
The formation of MRUC made its users the owners of information, which
meant that users were now fully aware of the research and its reliability.
Ever since its formation the Council has been following the practice of
data scrutiny in many ways.
National Readership
Survey (NRS)
The National Readership Survey (NRS) is a survey on all media, but
especially the print medium, conducted by the National Readership Survey
Council. This body consists of members from the INS (Indian Newspaper Society),
AAAI (Advertising Associations of India) and ABC (Audit Bureau of Circulation).
ABC conducts a six-monthly audit of a publication sales. But each copy
of a publication may be read by more than one person, depending on the
frequency and popularity of the publication. This is what is captured in
readership surveys like the NRS.
The survey is done on an all-India basis, urban as well as rural,
amongst individuals who are 12 years and older. All town classes are covered in
the urban area. However, only towns with a population higher than two lakh are
reported on an individual basis, smaller towns are reported on the basis of
socio-cultural regions defined by language homogeneity, geographic homogeniety,
financial and economic administration, regionalisation of culture and
lifestyle, caste and class homogeniety.
NRS gives information on the macro parameters like the reach of each
medium among various audiences defined demographically. It also gives
information on the duplication between media, as well as between vehicles
within the same medium. For publications, one gets the number of readers, type
of readers in demographic terms (NRS defines readers by sex, age, income,
socio-economic class, occupation, education, geographical location), spread of
these readers, and lifestyle parameters such as product ownership and
consumption patterns.
Since advertisers who relied on plain circulation (paid sales) data for
the allocation of their media budgets did not have access to data on the
quality of readership each publication has, they did not know whether money was
being used effectively or wasted. Studies like the NRS give details not only
about the number of readers, but also quality of readers, and the duplication
of readers with other competitive publications.
News Broadcasters Association
The News Broadcasters Association is
a private association of different current affairs and news television
broadcasters in India. It was established by leading Indian news
broadcasters in October 2008. The association was set up to deal with
ethical, operational, regulatory, technical and legal issues affecting news and
current-affairs channels. Its founding members were NDTV, Times Global Broadcasting, TV Today
Network, TV18 Group, Zee News, Media Content
and Communication Services, Independent
News Service, and Global Broadcast News.
Membership
Membership to the association is governed by
qualifying certain guidelines. Besides this, an annual subscription fee has
also to be paid by the applicant/member. The association in July 2012 had 22
members representing 41 channels.
The News Broadcasters Association (NBA) represents
the private television news & current affairs broadcasters. It is the
collective voice of the news & current affairs broadcasters in India .It is
an organization funded entiarely by its members.
The NBA has presently 26 leading news and
current affairs broadcasters (comprising 66 news and current affairs
channels) as its members. The NBA presents a unified and credible voice before
the Government, on matters that affect the growing industry.
Mission
To serve as the eyes and ears of the private
news & current affairs broadcasters, to lobby on its behalf and to act as a
central point of joint action on matters of interest.
Objectives of the News Broadcasters Association (NBA)
·
To promote, aid,
help, encourage, develop, protect and secure the interests of the News
Broadcasters in the Indian television Industry and other related entities.
·
To promote
awareness about the latest developments in the television industry relating to
News Broadcasting and to disseminate knowledge amongst its members and the
general public regarding such developments.
·
To provide for
the members a place of meeting so as to enable them to work in consensus to
achieve common goals for the overall betterment of their industry and to have a
common platform/forum at which they may air their grievances and arrive at
solutions.
·
To promote the
growth of friendly relations amongst the members and amongst persons engaged in
the production and broadcasting of the television software and especially to
encourage co-operation among the members so as to maximize mutual benefits.
·
To protect all
its members from persons or entities who carry on unfair and/or unethical
practices or who discredit the television industry.
·
No objects of the
Company will be carried out without obtaining prior approval/ NOC from the
concerned authority, wherever required.
·
None of the main
objects shall be carried out on commercial basis.
Web Analytics
Web analytics is the measurement and analysis
of data to inform an understanding of user behavior across web pages.
Analytics platforms measure activity and
behavior on a website, for example: how many users visit, how long they stay,
how many pages they visit, which pages they visit, and whether they arrive by
following a link or not.
Businesses use web analytics platforms to
measure and benchmark site performance and to look at key performance
indicators that drive their business, such as purchase conversion rate.
Why Web Analytics Are Important
There’s an old business adage that whatever is
worth doing is worth measuring.
Website analytics provide insights and data
that can be used to create a better user experience for website visitors.
Understanding customer behavior is also key to
optimizing a website for key conversion metrics.
For example, web analytics will show you the
most popular pages on your website, and the most popular paths to purchase.
With website analytics, you can also
accurately track the effectiveness of your online marketing campaigns to help
inform future efforts.
How Web Analytics Work
Most analytics tools ‘tag’ their web pages by
inserting a snippet of JavaScript in the web page’s code.
Using this tag, the analytics tool counts each
time the page gets a visitor or a click on a link. The tag can also gather
other information like device, browser and geographic location (via IP
address).
Web analytics services may also use cookies to
track individual sessions and to determine repeat visits from the same browser.
Since some users delete cookies, and browsers
have various restrictions around code snippets, no analytics platform can claim
full accuracy of their data and different tools sometimes produce slightly
different results.
Sample Web Analytics Data
Web analytics data is typically presented in
dashboards that can be customized by user persona, date range, and other
attributes. Data is broken down into categories, such as:
- · Audience Data
- · number of visits, number of unique visitors
- · new vs. returning visitor ratio
- · what country they are from
- · what browser or device they are on (desktop vs. mobile)
- · Audience Behavior
- · common landing pages
- · common exit page
- · frequently visited pages
- · length of time spent per visit
- · number of pages per visit
- · bounce rate
- · Campaign Data
- · which campaigns drove the most traffic
- · which websites referred the most traffic
- · which keyword searches resulted in a visit
- · campaign medium breakdown, such as email vs. social media
Web Analytics Examples
The most popular web analytics tool is Google
Analytics, although there are many others on the market offering specialized
information such as real-time activity or heat mapping.
The following are some of the most commonly
used tools:
- · Google Analytics - the ‘standard’ website analytics tool, free and widely used
- · Piwik - an open-source solution similar in functionality to Google and a popular alternative, allowing companies full ownership and control of their data
- · Adobe Analytics - highly customizable analytics platform (Adobe bought analytics leader Omniture in 2009)
- · Kissmetrics - can zero in on individual behavior, i.e. cohort analysis, conversion and retention at the segment or individual level
- · Mixpanel - advanced mobile and web analytics that measure actions rather than pageviews
- · Parse.ly - offers detailed real-time analytics, specifically for publishers
- · CrazyEgg - measures which parts of the page are getting the most attention using ‘heat mapping’
- · Clicktale - uses ‘heat mapping,’ keystrokes and mouse movement
- · With a wide variety of analytics tools on the market, the right vendors for your company’s needs will depend on your specific requirements. Luckily, Optimizely integrates with most of the leading platforms to simplify your data analysis.
Radio Audience Measurement (RAM)
TAM Research Media released Radio Audience
Measurement (RAM) tool since there was no continuous tracking tool for radio
listenership in India. Unlike the existing Indian Listenership Track (ILT) tool
that follows the day after recall methodology involving mostly top-of-the-mind
recall and not actual listenership, the RAM works with the diary method.
The diary method is reportedly the most widely
used method around the world. The most common type of radio listening diary
runs for one week, and is filled in by one person. Usually there’s one page
opening for each day, with quarter-hour units down the page, and one column for
each station.
RAM is necessary since in a metro where there
are seven-eight players, the advertisers needs to know what kind of market he
is going to cater to. Each of them is trying to be innovative, in terms of
promotions and marketing efforts. To gauge the effects of this market, you need
a study, which is continuous in nature so that the effects can be monitored.
According to L V Krishnan. CEO. TAM Research
Media RAM has the potential to assist planners and advertisers with budget
allocations and radio strategy since the information available from RAM, fused
with the Adex data, will be a very strong database. He also explained some more
advantages for the advertisers who will be using RAM. Firstly, advertisers will
get to know who they are talking to since presently with the content being the
same in all stations, most of the advertisers do not know who they are talking
to.
Also there can be segmentation by localised
vis-a-vis nationalised advertising, when advertisers can understand the
listenership of each city and isolate them. And lastly, the study will also
help to understand how creatively sound can be used and the impact of sound oh
the brands per se
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