Mar 17, 2016

Mr. Praveen Tripathi, CEO of Magic 9 (Media and Analytic)

Mr Praveen Tripathi began the seminar by giving a brief introduction about the classification of households in India. Sir mentioned about the New Consumer Classification System (NCCS) in which there are 12 grades of classification varying from A1, A2, A3, B1, B2, C1, C2, D1, D2, D3, E1, E2, and E3. He contrasted it with the old classification system in which there were 8 grades only. The basic theme behind all this classification is the life score which is assigned to all the households. Life score is calculated based on the education of chief owner and consumer durable. And the discrimination is measured by the Larenz Curve and Gini coefficient. The major drawback of this system as mentioned by sir was that the consumer durable penetration changes faster than education or occupation level.

“Inside every transaction there is a knowledge, you need to decode it.”

With this quote sir gave a brief about television audience metrics in India which started with Doordarshan Audience Research Team (DART) and at present has moved towards Broadcast Audience Research Council (BART) giving a more reliable and timely television audience measurement system and that too with a device which is one sixth the cost of the globally available meters. He shared some of the interesting facts like Zee Anmol being the largest watched rural channel in India and kids channel TRP going up by a huge margin when school vacations begin. The seminar was an enriching and an engaging one giving a lot of information about New SEC system, and Television audience metrics in India.