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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
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
“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
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
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

TAM exits from TV ratings monitoring, forms JV with BARC to supply raw data

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