Indian TV data firm to grow sample audience
Rebecca Hawkes ©RapidTVNews | 30-05-2012
Mumbai-based television audience measurement company TAM Media Research is to increase its sample size by almost 2,000 households by the end of 2012, according to The Hindu.
TAM currently captures the TV viewing preference of over 36,000 people by collecting data from 8,100 households across 162 cities in India.
With the first phase of India's mandatory cable TV digitisation encompassing Delhi, Mumbia, Kolkata and Chennai by 1 July 2012, L V Krishnan, chief executive, TAM says the company now needs to capture the correct representation of various channels and genre packs consumed by the audience. Just one third of the households where people metres are installed are digital TV homes, he told the newspaper.
Most of TAM's proposed 2,000 people meters will be installed in the four major metros to reflect the shift to digital and the television viewing patterns of additional 8,000 individuals across age, education and socio-economic classifications, Krishnan added.