Whalesbook
India ke Media Measurement mein itna chaos kyun hai?
Nielsen ke CEO Karthik Rao ne bataya ki India ka media scene abhi kaafi scattered hai. Print abhi bhi tikka hua hai, linear TV chal raha hai, streaming kaafi tezi se badh raha hai, aur ab toh AI bhi aa gaya hai. Is sab ki wajah se audience ko measure karna bahut complicated ho gaya hai. Rao ne warn kiya ki alag alag measurement 'currencies' ya tarike use karne se confusion badhti hai. Agar ek single, transparent standard na ho, toh trust kam hota hai aur content ki value bhi gir jati hai.
India Nielsen ke liye global innovation hub hai!
Aur ek zabardast baat yeh hai ki Rao India ko sirf ek market nahi, balki Nielsen ke liye global innovation ka hub maante hain. Pichle 3 saalon mein, unhone apne employee base ko lagbhag double karke 6,000 kar diya hai. India ab technology, finance aur marketing ke liye ek crucial decision-making hub ban gaya hai.
AI media consumption aur measurement ko kaise badlega?
Ab baat karte hain AI ki. Artificial intelligence media consumption aur uske measurement ka tareeka hi badalne wala hai. Rao ko lagta hai ki AI users ko content dhundne mein bahut help karega. Nielsen ke liye, AI se ab AI-first systems ban rahe hain, jisme metadata ko use karke content ko aur deeply analyze kiya ja raha hai, aur synthetic panelists se insights ko scale up kiya ja raha hai. Woh yeh bhi measure kar rahe hain ki log AI ka use kaise kar rahe hain, kyunki yeh media consumption ka ek naya layer hai.
India mein Nielsen ki Cross-Media Measurement efforts
India se hi advanced cross-media measurement ki innovation nikal rahi hai. Nielsen ab streaming, mobile aur linear TV ke data ko integrate kar raha hai ek unified audience view ke liye. Yeh sabse pehle sports events jaise Indian Premier League (IPL) ke liye kiya gaya hai, Broadcast Audience Research Council (BARC) India ke saath partnership mein. Yeh model, jo pehle sports ke liye use hua, abhi sabhi content types ko cover karega.
Panel Data ka importance aaj bhi hai!
Big data volume mein information toh deta hai, lekin Rao ne stress kiya ki panel data aaj bhi crucial hai yeh janne ke liye ki kon actually dekh raha hai. Future mein panel data ko big data ke saath combine karke hi accuracy aur scale milega. Yeh Nielsen ki global strategy hai.