Stakeholders highlight need for real-time audience data in Nepal’s media market

LALITPUR: Various stakeholders have underscored the necessity for real-time audience data to drive the progress of Nepal’s media and advertising market.

At an interaction hosted by the Advertisement Board of Nepal among television broadcasters, advertisers, and brands, in Lalitpur recently, speakers highlighted the potential for advanced audience measurement technology to significantly expand Nepal's media landscape.

During the event, Inditronics, a leading media measurement technology expert, delivered a presentation facilitated by Sharecast Initiative Nepal, a media research agency committed to enhancing Nepal’s media landscape through innovative solutions and strategic partnerships.

Laxman Humagain, Chairman of the Advertisement Board, emphasised the importance of leveraging technology to understand audience behaviour. He stated, “Leveraging technology to understand audience behaviour 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.”

Bhaskar Raj Karnikar, Chairman of Media Alliance Nepal, echoed this sentiment, strongly supporting the implementation of electronic measurement systems. “We must act now to adopt Television Audience Measurement technology. I urge the Advertisement Board to lead this initiative and collaborate with Sharecast Initiative Nepal and Inditronics to make it happen,” Karnikar asserted, highlighting the potential to attract advertisers and improve programme planning with accurate audience data.

Ujaya Shakya, First Vice President of the Advertising Association of Nepal, congratulated the Advertisement Board, Sharecast Initiative, and Inditronics India for spearheading Nepal's discussion on Television Audience Measurement (TAM). He commented, “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 Initiative Nepal, 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 Dasgupta, former CEO of BARC India and consultant to Inditronics, guided the panel with his extensive experience in large-scale media measurement using an automated technological approach. He explained the overall process and methodology and answered participants' queries.

Inditronics presented its comprehensive approach to audience measurement, showcasing the latest technologies and methodologies to provide valuable insights into viewership trends, audience demographics, and programme performance.

Keshav Shinde, CEO of Inditronics, stated, “Historically, there is enough evidence to show that 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 modernising Nepal’s media industry, as highlighted in a press statement issued by Sharecast Initiative Nepal. 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.

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