LALITPUR: Various stakeholders have highlighted the critical need for real-time audience data to drive Nepal’s media and advertising market development.
At an interaction hosted by the Nepal Advertising Board among the television broadcasters, advertisers, and brands in Lalitpur recently, the speakers highlighted that the introduction of advanced audience measurement technology is set to grow the Nepali media landscape significantly.
A presentation was made by Inditronics, a leading expert in media measurement technology, in the discussion event which was facilitated by Sharecast Nepal, a leading media research agency dedicated to enhancing Nepal’s media landscape through innovative solutions and strategic partnerships.
Speaking on the occasion, Laxman Humagain, Chairperson of the Advertising Board of Nepal, emphasized, “Leveraging technology to understand audience behavior is essential for our economic growth.” He added, “TRP data will help us tailor our content and enhance our marketing strategies based on who is watching and their preferences.”
Echoing the notion, Bhaskar Raj Karnikar, Chairperson of Media Alliance Nepal, expressed strong support for implementing electronic measurement systems. “We must act now to adopt Television Audience Measurement technology. I urge the Advertisement Board of Nepal to lead this initiative and collaborate with Sharecast and Inditronics to make it happen,” Karnikar stated. He highlighted the potential to attract advertisers and improve program planning with accurate audience data.
Ujaya Shakya, Vice-Chairperson of the Advertising Association of Nepal (AAN), congratulated the Advertising Board of Nepal, Sharecast Initiative, and Inditronics India for leading Nepal’s discussion on Television Audience Measurement (TAM). He said, “This initiative unites key stakeholders and paves the way for more data-driven brand marketing. Although somewhat delayed, it offers an opportunity to advance. I recommend expanding to include YouTube, OTT, and mobile platforms for a comprehensive view of media consumption. Let’s collaborate to integrate more data and insights into our marketing practices.”
Madhu Acharya, CEO of Sharecast, stated, “Television audience measurement will positively impact economic reform. It will enable advertisers to plan their spots more effectively, increasing broadcasters’ revenue. Higher revenue allows for better content production and attracts a larger audience, ultimately boosting company sales and state tax revenue.”
Partho Dasgupata, Ex. CEO of BARC India and Consultant to Inditronics guided the panel with his in-depth experience of large-scale media measurement using an automated technological approach. He explained the overall process and methodology and answered the participants’ queries during the meeting.
Inditronics presented its comprehensive approach to audience measurement, showcasing the latest technologies and methodologies to provide valuable insights into viewership trends, audience demographics, and program performance.
Keshav Shinde, CEO of Inditronics, said, “Historically, there is enough evidence to show once measured scientifically, advertising revenues increase with advertiser confidence while broadcasters grow with more investment in programming and content.” He further emphasised “the need for technology-based Linear TV, OTT, and YouTube media measurement and its positive impact on the country’s economy.”
This landmark event marks a significant step towards modernizing Nepal’s media industry, reads a press release issued by Sharecast Initiative. By embracing advanced measurement technologies, Nepal aims to create a more transparent and data-driven media ecosystem, fostering growth and innovation for broadcasters and advertisers, it is stated.
