Use SMS As A TRP Measurement Tool? ActiveMedia Technology Says You Can!

Exchange4media.com: An interesting story on how SMS has become a measurement tool for TV viewership. Even before TRP data is published, TV channels can figure out whether their programme is a hit or not by analysing the SMS reponse to their programmes instantly. “Channels have seen an amazing correlation between real time SMS response levels and TRP data published days later. In fact, they can now even predict with surprising accuracy their own TRPs as soon as a programme is aired. No need to wait for published data to tell you if you have a hit or flop in your hands.”
Delhi-based ActiveMedia Technology has been providing such mobile services to channels like Aaj Tak, Headlines Today, MTV India, Ten Sports, Janmat, Jaya TV, Total TV, Doordarshan, CNBC-TV18, Sony Television, Discovery Channel and Sab TV.

ActiveMedia Technology, Co-founder and Executive Director, Raj Singh, explained, -

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