Intam ratings wind-up postponed to March-end

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 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. 

Latest Reads
Comcast drops bid for 21st Century Fox assets, cedes prize to Disney

The fierce bidding war between Comcast and Disney has finally ended with the former dropping out of the race to gobble up the prized 21st Century Fox assets. Comcast will now shift its focus towards sealing the Sky deal.

Television TV Channels Movie Channels
ZEEL elevates Manish Aggarwal as business head of Zee5 India

In a recent development, Manish Aggarwal has been elevated as business head of Zee5 India, the OTT platform of Zee Entertainment Enterprise (ZEEL).

Television TV Channels People
Sun Life enters Tamil market in BARC week 28

Sun Life, the movie channel by Sun TV Network came as a new entrant this week after Broadcast Audience Research Council (BARC) released its ratings for week 28.

Television TV Channels Regional
Colors Gujarati to launch a dance reality show ‘Naach Maari Saathe’

Colors Gujarati is all set to bring a dance show named Naach Maari Saathe. The show which will hit the small screen from 23 July will have Hitu Kanodia, Vyoma Nandi and Neerav Bavlecha as the judges.

Television TV Channels Regional
Brahmagantu’s Gundamma to emerge on Zee Kannada’s DKD

Zee Kannada, creating the best entertainment programmes, has become a household name for quality entertainment.

Television TV Channels Regional
BARC Week 28 : Aaj Tak leads Hindi news genre

The Broadcast Audience Research Council data for week 28 showed Republic TV continuing to dominate the English news genre, whereas Aaj Tak led in Hindi genre. Meanwhile, News Nation stepped down to fourth position in Hindi news genre.

Television TV Channels Viewership
Zee Anmol maintains lead in Hindi GEC (U+R) in BARC week 28

Zee Anmol retained its leadership position in Broadcast Audience Research Council (BARC) data for week 28 of 2018 in the Hindi GEC (U+R) market.

Television TV Channels Viewership
B4U motion pictures welcomes Naysar Shah as Vice president - marketing & distribution (film division)

B4U Motion Pictures is thrilled to welcome on board Naysar Shah to the UK head office who has been appointed as Vice President of Marketing and Distribution for the Film Division.

Television TV Channels People
Star Vijay launches new game show 'Divided'

MUMBAI: Star Vijay, a Tamil general entertainment channel by Star TV, is all set to launch a game show named Divided on 21 July. This show will be hosted by Neeya Naana debate show fame, Gobinath and will be on air every weekend at 8 pm.

Television TV Channels Regional

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories