India’s TV research and analytics company Chrome DM has launched Chrome Rural Track. Every month, Chrome Rural Track will map 1, 05,000 villages across India to study the consumption patterns in television viewing. The tracking will involve massive infrastructure of field staff and tele-callers, with knowledge of 22 languages, advanced technology, etc. through use of six proprietary tools. The field-work for Chrome Rural Track was initiated in April 2015 and the data compilation for Phase I comprising 25,484 villages is underway. Every month, Chrome Rural Track will encompass channel availability, claimed viewership, power-cut trends and consumer durable preference and ownership (colour TV, LPG stove, ceiling fan, car/jeep/van, two wheeler, refrigerator, washing machine, air conditioner, PC/laptop and agricultural land).

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