Chrome gets ready for digitisation; launches Chrome Digital

Chrome Digital, is a connectivity report that will cover digital line-ups across 30 cities, spanning 20 Tam markets in its first phase.

At a time when the pace of digitisation will soon get a fillip by the recent move of the Ministry of Information & Broadcasting (MIB), the media audit company Chrome Data Analytics & Media has launched Chrome Digital, a connectivity report that will cover digital line-ups across 30 cities spanning 20 Tam markets in its first phase.

The advent of digital distribution is expected to remove the capacity constraints being faced by the analogue cable distribution system, and help rationalise the carriage costs for broadcasters. Digitisation is also likely to improve the viability of niche channels with enhanced ability to target niche audiences through effective reach. It is therefore the right time to launch the connectivity report, Chrome explains.

Commenting on the launch, Jeffery Crasto, executive director, Chrome Data Analytics & Media, says, "Chrome ushers in the future with digital reporting and puts back the power in the hands of TV channels by developing strategies to help them maximise distribution with minimal investments. We have always endeavoured to be a step ahead and Chrome Digital is one such pioneering service in the market."

So, will the report help?

Sandeep Gupta, CFO, B4U, notes that since the footprints of a channel need to cover the entire market, and not just the sampled sections within a market, it becomes imperative to ensure that they level with ground realities, thereby getting maximum mileage. "Chrome Digital is going to be a revolutionary step in the right direction, given the level of details covered by it. Chrome's TV distribution monitoring system has proved to be extremely useful and critical in evaluating the performance of television channels in India."

Projit Chakrabarti, head of marketing services at NDTV, adds, "Chrome is a crucial tool with smart solutions, which help us improvise our distribution strategies to reap long-term benefits. With Chrome DPi in its bouquet, it has certainly created another benchmark in the industry."

Founded in December 2008, Chrome Data Analytics & Media is a media advisory consultancy which provides solutions for media strategy and research in distribution, on-air planning and presentation, marketing, and research.

Currently, Chrome's services and products cover over 980 cities and towns. Some of the services include Chrome LC1, a connectivity report for LC1 towns, covering 724 towns across Maharashtra, Uttar Pradesh, Gujarat and Madhya Pradesh, and Chrome NE -- a service spanning 14 cities of the North-East.