Tata Sky: Stop the crime before it is committed

Kartik Sharma, Priti Murthy and Saif Shaikh

This Indian research case study describes the development of a real-time planning system to enable agencies and clients to make interventions in TV campaigns whilst the campaigns are still on air, rather than having to wait for post-campaign tracking results.

Tata Sky: Stop the crime before it is committed

Kartik Sharma, Priti Murthy and Saif Shaikh

Campaign Details

Brand owner: Tata SkyAgency: Maxus – GroupMBrand: Tata SkyCountry: IndiaMedia budget (USD): $1M-$3MChannels used: Internet - search, Television

Executive summary

This Indian research case study describes the development of a system to enable agency and clients to make interventions in TV campaigns whilst the campaigns are still on air, rather than having to wait for post-campaign tracking results. The system combined television data, in the form of gross rating points, with...

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