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BARC and TAM set up JV for meter management; TAM to exit TV ratings biz from 29 Feb

MUMBAI: BARC India and TAM India have formed a joint venture effective today for meter management. The new entity, named Meterology Data Pvt Ltd (MDL), will commence operations in the next couple of weeks.

With the completion of this JV, BARC India will be the single provider of TV viewership data. TAM India will exit the TV viewership measurement business effective 29 February.

As part of the new system, all TAM India meters will be re-deployed in panel homes selected by BARC India’s sample design. This JV will help BARC India in growing its sample size.

In MDL, BARC India will have full management control with a 51 per cent stake, while TAM India, which includes Nielsen and Kantar, will have 49 per cent.

MDL’s role will be to run and manage the meter operations and supply raw data to BARC India. TV viewership data will be computed and disseminated through BMW (BARC India Media Workstation). MDL will manage the panel households and hold responsibility for future TV panel expansions.

Spot Monitoring and Channel Monitoring data will be exclusively sold by BARC India to broadcasters, agencies, advertisers and others.

Meanwhile, TAM India will continue to provide the following services: adex services of TV, print and radio, daily & weekly sales index reports, Bollywood & music monitoring dashboards; audience measurement in radio (RAM); sports sponsorshParthoip ROI measurement (TAM Sports) and PR measurement data & audit services (Eikona).

“The industry had been eagerly waiting for this merger to be completed since our announcement in August last year. We are happy to state that the joint venture company is complete and all set to kick off operations,” said BARC India CEO Partho Dasgupta.

“We will work closely with BARC to ensure a good outcome for the industry and our joint clients. We have worked productively with BARC to get here and, under the circumstances, have agreed a good way forward for everyone concerned,” added Kantar CEO Eric Salama.

“We are happy to collaborate with BARC India. The coming together of BARC India and TAM India has only strengthened the Indian broadcast industry, as they will now be getting viewership trends from a larger panel size,” informed Nielsen MD Prashant Singh.

LV KrishnanTAM Media Research CEO LV Krishnan said, “I am very happy to see that the JV has finally taken shape. What is even more heartening is that TAM India’s current 12,000 meters, built and constructed tirelessly over the last 15 years, will get combined to give BARC India a larger and robust TV panel sample base for the Industry. We will do our best in providing our expertise to MDL. Meanwhile, TAM India will continue focusing its efforts on adding value to the industry through constant enhancements of its existing businesses.”

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