Auditorium Music Testing
MEDIA & PANEL GROUP, IMRB INTERNATIONAL
Introduction to AMT
Auditorium Music Tests
Prepared for Fever FM
Auditorium Music Tests – An introduction
What is an AMT? Auditorium Music tests - where the radio station’s focus TG is made to go through a large number of songs from the library to test and rate on parameters of familiarity, likeability, ‘desire to listen again’ and ‘tiredness’ quotient.
What do I get from an AMT? Primary Output 1. Understanding of which are the preferred songs (on familiarity, likeability and other parameters) within the songs library tested 2. Division of the music library into groups on basis of familiarity and likeability levels This output helps the programming team prune the play mix and help identify songs which should be played more/less
Extended Objectives Besides the obvious output of segregating the songs into lists (basis which should be played more/less/discarded), AMT outputs are analyzed for higher understanding as follows:
1. Decoding the ‘city’ : AMT outputs help us comprehend the music preferences for the city in general. It gives us answers as to whether the city TG prefers regional music over Hindi or English music and hence, helps us form programming strategies. In addition, comparison of AMT output of two cities aides ground level understanding for the programming team which is helpful in designing the play mix. For example, comparison of Delhi vs. Mumbai outputs prove that Delhi audience tends towards Punjabi hits whereas Mumbai audience prefers more evolved Hindi Bollywood numbers with softer tempo. Over a period of time, understanding how music preferences vary over various Indian regions helps the station make more informed choices when launching in new markets.
2. Aiding programming and scheduling : AMT outputs are reported at levels of gender, SEC, Age group and if required, occupation / life stage. That is, the station can look the song preferences and scores at the top breaks of males
Introduction to AMT
Auditorium Music Tests
Prepared for Fever FM
Auditorium Music Tests – An introduction
What is an AMT? Auditorium Music tests - where the radio station’s focus TG is made to go through a large number of songs from the library to test and rate on parameters of familiarity, likeability, ‘desire to listen again’ and ‘tiredness’ quotient.
What do I get from an AMT? Primary Output 1. Understanding of which are the preferred songs (on familiarity, likeability and other parameters) within the songs library tested 2. Division of the music library into groups on basis of familiarity and likeability levels This output helps the programming team prune the play mix and help identify songs which should be played more/less
Extended Objectives Besides the obvious output of segregating the songs into lists (basis which should be played more/less/discarded), AMT outputs are analyzed for higher understanding as follows:
1. Decoding the ‘city’ : AMT outputs help us comprehend the music preferences for the city in general. It gives us answers as to whether the city TG prefers regional music over Hindi or English music and hence, helps us form programming strategies. In addition, comparison of AMT output of two cities aides ground level understanding for the programming team which is helpful in designing the play mix. For example, comparison of Delhi vs. Mumbai outputs prove that Delhi audience tends towards Punjabi hits whereas Mumbai audience prefers more evolved Hindi Bollywood numbers with softer tempo. Over a period of time, understanding how music preferences vary over various Indian regions helps the station make more informed choices when launching in new markets.
2. Aiding programming and scheduling : AMT outputs are reported at levels of gender, SEC, Age group and if required, occupation / life stage. That is, the station can look the song preferences and scores at the top breaks of males