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Lalitpur, Nepal – January 21, 2025 – Inditronics, a media measurement technology company, played a pivotal role in a landmark event that will significantly shape the future of the Nepali media industry. The event, hosted by ShareCast and the Nepal Advertising Board, brought together top television broadcasters, advertisers, and brands to explore the implementation of advanced audience measurement technology.
Driving Growth with Data
The event underscored the crucial role of real-time audience data in driving the development of Nepal's media and advertising market. Mr. Laxman Humagain, Chairperson of the Advertising Board of Nepal, emphasized,
"Leveraging technology to understand audience behavior is essential for our economic growth."
He further stated that TRP data will empower stakeholders to tailor content and marketing strategies based on viewer preferences.
A Call for Action
Mr. Bhaskar Raj Karnikar, Chairperson of Media Alliance Nepal, strongly advocated for the immediate adoption of electronic measurement systems. He highlighted the potential to attract advertisers and improve program planning with accurate audience data.
Mr. Ujaya Shakya, Vice-Chairperson of the Advertising Association of Nepal (AAN), while acknowledging the delay, emphasized the opportunity to advance and recommended expanding measurement to include YouTube, OTT, and mobile platforms for a comprehensive view of media consumption.
Mr. Madhu Acharya, CEO of Sharecast, highlighted the significant economic benefits of television audience measurement. "It will enable advertisers to plan more effectively, increasing broadcasters' revenue and ultimately boosting company sales and state tax revenue," he stated.
Inditronics Expertise
Mr. Partho Dasgupata, Ex. CEO of BARC India and Consultant to Inditronics, guided the panel with his extensive experience in large-scale media measurement. He explained the process and methodology and addressed participant queries.
A Comprehensive Approach
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. Mr. Keshav Shinde, CEO of Inditronics, emphasized the historical evidence of increased advertising revenue and broadcaster investment following the implementation of scientific measurement. He further stressed the need for technology-based Linear TV, OTT, and YouTube media measurement for the positive impact on the country's economy.
Looking Ahead
This event marks a significant step towards modernizing Nepal's media industry. 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. Inditronics is proud to be at the forefront of this transformative journey, leveraging its expertise to empower the Nepali media industry with the data-driven insights needed to thrive in the evolving media landscape.
While we may be a bit late in introducing such mechanisms, it is an opportunity to leap forward. This will not only enhance our understanding but also bring more transparency n value to what we do as marketers. Lets work collaboratively to infuse more science, data n insights into our brand marketing practices. By evolving together, we can inspire, learn n attract the younger generation to join and thrive in this type of business ecosystem. I really hope this is only the beginning.