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The
clock is ticking for the entry of a new ratings currency.
Market research agency ORG Marg's Intam data, the older
of the two established ratings services currently available
in India, will no longer be issued from the end of March.
The move is part of a process set in motion at the end of
October 2001 by AC Nielsen's TAM Media Research and ORG
MARG's Intam that involves the integration of the two agencies'
ratings systems and the "unveiling of a completely new service
in June," LV Krishnan, president TAM India, told indiantelevision.com
today.
The cessation of Intam data was originally supposed to go
through by 31 January but that has been postponed till the
end of March "to allow for a thorough benchmarking" between
the two systems, Krishnan says. This is required because
Intam uses picture matching technology for its peoplemeters
while TAM uses a frequency system. Work is on to debug the
software. "It essentially involves software resolutions
for which the process is very much on," says Krishnan.
What this all means in effect is that, between April and
the unveiling of the new service, TAM data will be the only
ratings available.
Krishnan says the work towards a new service is proceeding
in close consultation with the joint industry body (JIB)
which is made up of 20 members representing broadcasters
(Indian Broadcasting Foundation - IBF), ad agencies (the
3AAAs of I) and the Indian Society of Advertisers (ISA).
The JIB technical committee is chaired by BV Pradeep, director,
market research, Hindustan Lever.
"The JIB has also appointed a research design sub-committee
headed by Praveen Tripathi (with over 20 years experience
in market research) and a software sub-committee headed
by Asutosh Srivastava of MindShare. The committee's recommendations
will be an input to the final new service plans," Krishnan
said.
Pointing to the extent of interaction involved, Krishnan
said the JIB has had six meetings between 29 November and
7 January. Represented on the JIB from the IBF are five
members, one each from Star India, Zee TV, Sony Entertainment,
Sun TV and Eenadu TV.
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