Jan 18, 2013: Having a good TV audience measurement system has always been a challenge for the media companies. Till now, TAM Media Research has been the more accepted provider of this measurement system and all the stakeholders including advertisers and broadcasters were depending on this data to draw out their marketing strategies. Off late TAM has come under serious criticism by some stakeholders on the way they carry on out the TV audience measurement system leading to the suspension of the same.
In a move which might see the industry having a new TV audience measurement system, Broadcast Audience Research Council (BARC) has invited Requests for Information (RFI) to understand the various nuances of audience measurement system. This has become all the more necessary because of digitisation process which has been kick started in India starting with the four metros. This move is definitely going to be a game changer for all the stakeholders in taking commercial and marketing decisions.
