Evolution of media monitoring services in India
The exemplary power that the media industry enjoys in the Indian subcontinent is not a recondite fact. Media monitoring agencies in India have come up in a big way. The four primary services that are offered by such agencies include – print, television, internet (online) and social media. Now it is interesting to note how a media monitory agency in India will help companies, firm and other organizations benefit from their services in making a popular and positive public image.
Let us take one channel of news distribution at a time and see how a media monitoring agency can help in building a proper brand/public image:
Now we all know that everyday millions of news clippings are being published in newspapers all across the country. The services of a media tracking agency helps you in getting rid of information overload. Agency tracks news according to keywords given by the client, sends scanned copies of press clippings, filter-out news according to the client’s brief.
The television industry in India is a booming industry. Currently there are more than 200 TV channels that are running across the nation. News channels in more than 15 languages are on air and are being watched on a daily basis. A media monitory agency with the capability of tracking television channels offers real time news alerts, short and precise summary of news coverage, evaluation of news according to PR norms etc.
3. Internet/ Online distribution of news in India
News distribution and consumption has come a long way and has changed dramatically from what it used to be only a few years back. These days the news is consumed in real-time as it first breaks out on news and information sites and other online portals before it finds its place in print or TV. The first news flashes of any event across the globe are first available on the internet and the comments sections within those articles present an opportunity for reader engagement and interaction. An online media monitoring agency keeps a track on almost every in the online and social space to ensure that the market intelligence in the form of reader reviews, reactions, compliments, complaints and happening in the competitive landscape is captured promptly and reported back to the clients enabling them to respond to any pressing scenarios swiftly. The services offered by agencies these days include- tracking headlines matching the keywords provided by the client, tabulation of reports which includes headlines and other news clippings available on the internet, presentations, collation of headlines on a daily basis etc.
4. Social Media (Facebook, Google, Twitter, Pinterest and other networks)
Another powerful tool of the media these days are all the social networking sites. No company or organization can thrive in the market today without having a good social media presence. The option of ignoring online distribution of news in India has long been eliminated from the market. So a media monitoring agency continuously monitors some of the most used social networking sites like Facebook and Twitter. Social media blogs are tracked constantly in order to pull out articles and blogs that are relevant for a specific client. The unprecedented growth of social media has lead to a steady growth in social media monitoring and analytics platforms which capture billions of social posts across the online universe every minute. These platforms use high-end algorithmsand artificial intelligence tools to filter out the relevant posts on a real-time basis, also providing the option to analyse the posts basis relevance, tonality, visibility, competitiveness and many other criteria. Most of this is delivered back to the client through customizable dash boards making the consumption of such a huge volume of data easy to consume and actionable.
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