Tam to increase TV panel from 4,800 to 10,300

MUMBAI: In response to the latest NRS 2005 (National Readership Survey) findings that showed an increase in the television and satellite universe numbers, Tam Media Research is gearing up to increase its existing TV panel from 4,800 to 10,300.

The agency also has plans of starting an Elite Panel, which will comprise approximately 300 peoplemeters and is expected to roll out by the end of the year.

These changes will incorporate the new requirements that emerge from the latest NRS study.

Soon after NRS 2005 was released earlier this month, Tam had circulated a preliminary note within the industry informing clients that there would be changes. Tam India has pegged the new sample size requirements to a total of 10,300 peoplemeters and has said that it was fully geared up to meet this requirement.

These changes spell huge benefits for the entire industry broadcasters, advertisers and media planners. Tam viewership data represents Class I towns (towns with population more than 100,000) in India.

The 10,300 figure was zeroed on only last night and it will be another three to four weeks before the time frame and other geographical details of where and when the new peoplemeters will be added will be decided.

NRS, due to the massive sample size, is used by Tam as its TV Establishment Survey. Changes in the TV universe and landscape are picked up by the NRS. Tam, in turn, uses that as a basis to create the Indian TV Panel.

Tam Media Research chief executive officer LV Krishnan says, "After a thorough analysis of the new universes, the new sample size requirement has come to 10,300 peoplemeters. Tam is fully geared to meet this requirement. We have collected feedback from different user groups about segments critical to them and this has also been factored in the new expansion plan. Over and above the expansion in the current panel, our plans to start the Elite Tam service are on track."

All this spells great news for broadcasters and media planners who will see a virtual doubling of sample homes in the Tam system. Providing a perspective, Krishnan added, "We all know that our TV environment has been changing on three fronts  the universe with more urban population, the TV-universe with more homes having TV sets and the market with more number of TV channels. Now, NRS-2005 has captured these changes in our TV universe which in turn will get reflected in the Tam Panel as well."

"We have won international accolades and compliments on the quality of our Indian TV Ratings panel. Our endeavor is to sustain an impeccable panel quality as we continue to expand the coverage," he added.

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