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TAM exits from TV ratings monitoring, forms JV with BARC to supply raw data
MUMBAI: The two television audience measurement companies, BARC India and TAM India are joining hands to form a separate meter management company.
The joint venture company will supply raw data to the joint industry body, BARC India.
What this effectively means is that BARC India will be the sole TV ratings monitoring agency. Further, meters will be deployed based on BARC’s sample design and the ratings will be computed and disseminated through BARC India’s software.
All the current peoplemeters of TAM India and bar-o-meters installed by BARC India will fall under this JV and BARC India’s software BMW will be the sole source of viewership ratings.
Management control will be with BARC India.
“The meter company will be jointly owned by BARC India, Nielsen and Kantar (co-owners of TAM India), with management control resting with BARC India,” an official statement said.
To start with, the company will have 34,000 meters covering all of India. BARC said the details of the formation and roll out of this new company will be shared in the coming weeks.
BARC India chairman and ZEEL MD and CEO Punit Goenka welcomed this move. said, “This partnership is a big step forward and in this era of cooperation, we welcome this move forward as a joint industry body. The technology and methodological prowess of BARC, combined with the extra meters and the field force will definitely help the industry progress.”
Meanwhile, following the integration, TAM India will continue to offer non-TV rating services to the market including AdEx – Advertising Expenditure for TV, Print, Radio, RAM – Radio Audience Measurement, Eikona – PR Audit, TAM Sports Measurement and S-Group Consulting.
“This new venture represents our organisation’s commitment to providing precise and stable data around the world, and draws strengths from both BARC India and TAM India,” commented Nielsen global president Steve Hasker. “We look forward to the great coverage and representation this new partnership will deliver.”
Kantar CEO Eric Salama added, “We are happy to cooperate with BARC India to be able to provide clarity and a large single sample for the industry and to keep India as a key market for us.”