The CMS Media Lab's focus is to come up with new and innovative methodologies to study various phenomena in the light of significant changes in the nature, scope, character and reach, of the media. One of the CMS Media Lab researches - 'The Appetizer effect on TV' has been widely quoted in media circles.

The CMS Media Lab tracks/ analyses intra-media trends, advocates/ appraises policies, conducts regular field studies on effects & public opinion besides raising pro-active concerns - on equity issues.

For example one of the CMS Media Lab's initiative is to monitor Hindi news channels (including Aaj Tak, Star News, Zee News, NDTV India, DD News, and Sahara Samay) and assess the quantum, range and depth of issues covered, on a daily basis. Similarly, for the WHO, an indepth analysis of media coverage on Tsunami issues was made to understand coverage of health issues in such disaster scenarios.

CMS Media Lab has undertaken significant experimentation over the last one year to develop a robust and rigorous methodology. The content analysis broadly covers Qualitative and Quantitative aspects.

In the field of business communication, CMS Media Lab has been regularly monitoring advertising in different media and undertaken readership and viewership studies, thus serving as a national forum for initiatives in this regard. Through numerous research studies and organising interaction between experts, CMS been striving for the betterment of electronic media in the country.