Indian advertisers and broadcasters have proposed the creation of
an organization to make industry and policy recommendations in order to
improve the way TV audience ratings are measured. The Advertising
Agencies Association of India, Indian Broadcasters Federation and Indian
Society of Advertisers have elected Zee Telefilms CEO Pradeep Guha as
chairman to explore new ways to reform the TV ratings measurement
system.
Currently, only TAM Media Research--in a joint venture between AC
Nielsen and Kantar Media Research/ IMRB--measures TV ratings in India.
Its Peoplemeter TV panels are considered to be the largest globally,
with 30,000 sample individuals polled weekly. It has not yet added
direct-to-home platforms or conditional access systems measurement
ratings.
"India has a vast topography and the number of households is
increasing, so we need metrics in rural places," said Zee prez Joy
Chakraborthy. "In one of the fastest growing economies of the world
we have the lowest ad revenues-worth just $3.3 billion annually. It
should be much more."
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