TAM forms JV with Barc to launch Meterology Data
TAM will stop the ratings business effective 29 February; Meterology Data will start operations in the next few weeks
New Delhi: Television ratings agency TAM Media Research Pvt. Ltd will stop its independent television viewership measurement business after 15 years, with the launch of Meterology Data Pvt. Ltd. (MDL), a joint venture between the Broadcast Audience Research Council (Barc) India and TAM. To be sure, TAM will no longer independently share television ratings data with advertisers, broadcasters and other stakeholders.
MDL will start operations in the next few weeks, Barc said in a statement on Tuesday.
“The industry was eagerly waiting for this merger to be completed from the time we announced it 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.
In August 2015, a truce between competing television rating agencies—Barc India and TAM Media—led to the formation of the new meter management company, that will be the sole ratings provider for the TV broadcast industry.
“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 on a good way forward for everyone concerned," said Eric Salama, chief executive at UK-based Kantar Group, a partner in TAM Media. Market research company Nielsen is the other partner in TAM Media.
TAM will stop the ratings business effective 29 February.
“As a part of the new system, all TAM 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," BARC said in an e-mailed statement.
BARC will hold a 51% stake and TAM 49% in MDL, which will combine the back-end infrastructure—meter assets and panel management operations—of both partners. TV viewership data will be computed and disseminated through BARC India’s media workstation.
TAM will continue to provide its non-TV rating services to clients in India.
“I am very happy to see that the JV has finally taken shape. What is even more heartening is that TAM’s current 12,000 meters, which was 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 towards value adding through constant enhancements of its existing businesses," said L.V. Krishnan, chief executive, TAM Media Research.
Unlock a world of Benefits! From insightful newsletters to real-time stock tracking, breaking news and a personalized newsfeed – it's all here, just a click away! Login Now!