AmapDigital

aMapDigital is India's only syndicated, overnight DTH (Direct-to-home) TV audience measurement panel. It is an aMap initiative.
India is going through an exodus from cabled homes to DTH homes. This new market is growing at more than 60% annually. Measuring this space is vital for the industry. The competition among the 7 DTH platforms (Dish TV, Tata Sky, Sun Direct, DD Direct+, Digital TV Airtel, Reliance Big TV DTH, Videocon DTH) is an evidence to this exodus.
Tata Sky and Dish TV, both accounting for 70% of DTH market in India, have already signed agreement with aMap for DTH Viewership and Interactive Engagement data.
Tata Sky, CMO, Vikram Mehra says "With a subscriber base of 4.5M, Tata Sky has played a significant role in the growth and development of the DTH sector that is poised to touch the 40-50M by 2015. At the stage that the industry is in, we think it’s time that efforts are made to understand and measure the audience viewing habits of these viewers better and are excited to associate with India’s leading TV Audience Measurement System, aMap”
On 12 March 2010 (start of IPL 3) aMapDigital launched its real-time ratings service for the DTH panel. Thus the IPL viewership data were available to the industry while the match was still going on.

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