TAM & BARC join hands to supply raw data
The two ratings agencies TAM India and BARC India have joined hands to supply raw data, resulting in the former’s exit from monitoring ratings.
While BARC India has been officially releasing viewing data for TV channels in India for the past few months, TAM India was releasing its own data. With today’s development, BARC India will be the sole TV ratings monitoring agency. Meters will be deployed based on BARC�۪s sample design and the ratings will be computed and disseminated through BARC India�۪s software. Existing peoplemeters of TAM India installed by BARC India will fall under the joint venture. BARC India will mange the overall venture.
A statement said, ���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.”
BARC India chairman and ZEEL MD and CEO Punit Goenka welcomed this move, ���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.�
���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.�
