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BECIL ties up with Kanalytics to provide media intelligence to cos
MUMBAI: Broadcast Engineering Consultants India Ltd (BECIL), a mini ratna public sector undertaking (PSU) under the Ministry of Information & Broadcasting (MIB), has signed a first-of-its-kind deal with media intelligence and analysis firm Kanalytics.
Based on this agreement, the two companies will jointly offer media intelligence, tracking and analytics services to corporate bodies and the government.
The tie-up with Kanalytics is expected to enable BECIL to increase its bevy of value-added services and further enhance its value proposition.
Launched as India’s first comprehensive trans-media intelligence tool in 2015 by media honcho Ashutosh and Bollywood singer Kailash Kher, Kanalytics is a comprehensive brand intelligence tool that allows companies to monitor, analyse and measure their presence in the earned media domain.
“Kanalytics has developed a proprietary technology-based platform to map the presence of brands across media including print, television and the digital space, and offers daily tracking and analytics like none else. We use algorithms to measure the context they have been presented in and the tone and tenor used to describe them both by the traditional media as well as the digital media. The method we have developed is a first of its kind in India,” says Kanalytics founder–CEO Ashutosh.
The key result of this is the measure of impact on media called brand medium impression (BMI), which is the result of quality and quantity parameters. It ascribes a certain value to each article, clip, or post, and helps measure ROI on marketing and communication initiatives. Subsequently, the web and mobile delivery models serve well for the decision maker.
“The platform developed by Kanalytics enables our customers to set communication targets and be the one-stop shop media strategy tool for the industry one operates in. For ease in decision-making, Kanalytics has dossiers on industry leaders, brands, journalists, publications, electronic channels, social media platforms, etc. This, in turn, enables fully-informed, swift and efficient, forward-thinking decision making possible,” adds Ashutosh.
Kanalytics was set up by Ashutosh, an experienced broadcast and communications professional having launched and headed multiple media formats in India. Renowned artist and music director Kailash Kher is a partner in the venture.
Starting as the EA to MD of Zee Network in 1996 after his MBA, Ashutosh moved out to set up Siliconindia in India in 2000 as its GM India. He was back to Zee Network in 2002 as the business head of its Southern channels.
In 2003, he became the business head of ETC Networks, another Zee company. In 2006, as the CGM and business head, he launched the Hindi movie channel Filmy.
In his last assignment, he set up and headed the TV business of Reliance ADAG as its chief operating officer. Instrumental in setting up Reliance–CBS JV, he also sat on its board. He also serves on the board of Jawed Habib Hair & Beauty Ltd, India’s largest hair salon chain.