According to recent media reports, TAM Media Research, a media research firm, has applied for a license as a ratings and audience measurement body with the Ministry of Information and Broadcasting.
This aligns with the Telecom Regulatory Authority of India’s (TRAI) consultation paper for the National Broadcasting Policy 2024, which proposes the authorization of multiple rating agencies in the country. However, it is unlikely that any permissions will be granted or reviewed before the conclusion of the Lok Sabha elections in June 2024.
TRAI’s consultation paper, released on April 2nd, 2024, aims to strengthen the broadcasting sector by introducing more ratings agencies to promote healthy competition. TRAI emphasizes that introducing multiple agencies can improve service quality, reduce costs, and drive innovation, as competition fosters innovation and adaptation to industry demands.
The consultation paper issued by TRAI, read, “Introducing more agencies not only fosters competition but also has the potential to improve service quality and reduce costs, as dependency on a single agency often lacks the drive to innovate and adapt to industry demands. Competition acts as a catalyst for innovation, prompting BARC and other entities to adopt new technologies and methodologies, ensuring continuous evolution in line with media landscape changes.”
TAM was the sole television audience measurement agency offering viewership data until Broadcast Audience Research Council (BARC) India, a Joint Industry Body founded by stakeholder bodies that represent Broadcasters, Advertisers, and Advertising and Media Agencies, launched in April 2015, following the new guidelines issued by the Information and Broadcasting Ministry. Subsequently, BARC and TAM signed an agreement to annex the people meters owned by TAM in February 2016 resulting in a significant increase of People Meters. The new rule mandates I&B Ministry approval to set up a television audience measurement agency. TAM’s application is in accordance with the rule. Sources also confirmed MediaNews4U that TAM has applied to restart the TV audience measurement and awaiting a response from the competent government agencies. The agency is already providing listenership data, Radio Audience Measurement (RAM) for FM Radios in Metro Cites
Established in 1998, TAM Media Research is a joint venture between Nielsen, USA, and Kantar, UK, and has been operating in India for the past 20 years. TAM Media serves as a central intelligence unit for audience behavior, brand insights, and market insights across various mediums including TV, print, radio, and digital platforms.
