An official release from Tam states that "Tam India’s Measurement Science Panel Management team and S-Group (Strategy Group) members are thrilled by the new development. Nothing better than this can be a reflection of the fact that Tam Media Research’s commitment not only in India but also at a world level is unparalleled. The Tam India team believes in bringing constant value to the Industry’s table. Tam India did it at Esomar Shanghai, again at World Audience Measurement Conference (WAM) in Geneva, now again this time in Tokyo."

The synopsis of the paper reads:

In India, over 10,000 new programs are launched every year across 250 Indian TV channels. While some of them fail to elicit responses from viewers on the rating scale, few do manage to make history. Many of them do manage to grab a fair share of audiences across different profiles.

This study, for the first time, tires to throw light on one of the most crucial aspect for broadcasters – Measuring the reasons for a shifting loyalty base and fusing it with Tam TV panel data to understand the extent of switches for each of the reasons. It also tries to figure out - Who in the family are influencers and decision makers of programs to be viewed during prime time.