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Research papers

Reincarnating TAM panelists to understand channel surfing

This paper records a continuation in a series of studies launched to appreciate TAM ratings in a holistic manner. Pure quantitative or qualitative studies often stop short of giving the user a complete understanding of viewing behavior, especially...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Akash Chawla, L. V. Krishnan, Sharan Sharma, Trevor Sharot
Companies: TAM Media Research, Nielsen
June 23, 2005
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Citation

Chawla, Krishnan, Sharma and Sharot (2005a, June 23). Reincarnating TAM panelists to understand channel surfing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/reincarnating-tam-panelists-to-understand-channel-surfing


Research papers

TV viewing

This paper looks at what propels a home to finally shift or even to sample a new disruptive programme.The recent launch of Indian Idol (the Indian version of American Idol) is used as a test case. Understanding a complex behavior like viewing...

Catalogue: Asia Pacific 2005
Authors: Akash Chawla, L. V. Krishnan, Sharan Sharma
Company: TAM Media Research
March 13, 2005
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Citation

Chawla, Krishnan and Sharma (2005a, March 13). TV viewing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/tv-viewing


Research papers

Evaluating soft brand advertising on television including product placement and in-program brand exposures

This paper reviews the paradigm shift in TV advertising from scheduled commercial breaks to the phenomenom of soft advertising. Product placement will become more prominent in the near future. Brands will come out of the ad breaks and invade the...

Catalogue: Asia Pacific 2004
Authors: Akash Chawla, Yogesh Shendye, Atul Phadnis
Company: TAM Media Research
March 28, 2004
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Citation

Chawla, Shendye and Phadnis (2004a, March 28). Evaluating soft brand advertising on television including product placement and in-program brand exposures. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluating-soft-brand-advertising-on-television-including-product-placement-and-in-program-brand-exposures