esterday�s ratings today. That is the USP of aMap, the new audience measurement system that was launched in Mumbai in 2004. Short for Audience Measurement and Analytics, aMap uses meters that measure viewership of direct-to-home (DTH), conditional access system, broadband and even DVD. Designed by Telecontrol GFK, the meter is equipped with a GSM card that is connected to a central server. The viewership data collected via the meters is then transferred to the central server and analysed through the night. The data and analysis can be released next morning itself.

The US-headquartered Decision Craft Analytics (DCA) holds the management contract for aMap in India. DCA is into advanced data modelling and provides its services to the likes of General Motors, DSP Merill Lynch and United Nations Development Programme.... more