TAM Media Research

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TAM Media Research is a joint venture company between AC Nielsen and Kantar Media Research/IMRB. It is one of the two television Audience measurement analysis firms of India (the other being aMap). Besides measuring television viewership, TAM also monitors advertising expenditure through its division AdEx India. It exists in the PR Monitoring space through another division – Eikona PR Monitor.

Kantar was founded in 1992 and characterizes itself as "data, insights and consulting company". It has more than 30,000 employees working in 100 countries in various research disciplines, including social media monitoring, advertising effectiveness, consumer and shopper behavior and public opinion. It is part of WPP, and its global headquarters are in London, UK. Eric Salama is the current Chief Executive Officer. In April 2019, Kantar unified all its legacy brands, such as Kantar TNS, Kantar Millward Brown and Kantar Worldpanel, into Kantar.

Television Telecommunication medium for transmitting and receiving moving images

Television (TV), sometimes shortened to tele or telly, is a telecommunication medium used for transmitting moving images in monochrome, or in colour, and in two or three dimensions and sound. The term can refer to a television set, a television program, or the medium of television transmission. Television is a mass medium for advertising, entertainment and news.

Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites. Sometimes, the term is used as pertaining to practices which help broadcasters and advertisers determine who is listening rather than just how many people are listening. In some parts of the world, the resulting relative numbers are referred to as audience share, while in other places the broader term market share is used. This broader meaning is also called audience research.

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The viewership cell runs what is one of the largest Peoplemeter TV Panels in the World with approximately 30,000 sample individuals representing all the Class-I towns (towns with population more than 100,000) polled every week for their Viewership habits. This division measures television Viewership of audiences for the 300-plus TV stations operating in India.

Monopoly

The company had enjoyed a monopoly in the television ratings market in India till 2015. [1]

Monopoly Market structure with a single firm dominating the market

A monopoly exists when a specific person or enterprise is the only supplier of a particular commodity. This contrasts with a monopsony which relates to a single entity's control of a market to purchase a good or service, and with oligopoly which consists of a few sellers dominating a market. Monopolies are thus characterized by a lack of economic competition to produce the good or service, a lack of viable substitute goods, and the possibility of a high monopoly price well above the seller's marginal cost that leads to a high monopoly profit. The verb monopolise or monopolize refers to the process by which a company gains the ability to raise prices or exclude competitors. In economics, a monopoly is a single seller. In law, a monopoly is a business entity that has significant market power, that is, the power to charge overly high prices. Although monopolies may be big businesses, size is not a characteristic of a monopoly. A small business may still have the power to raise prices in a small industry.

Monopoly Ends

Broadcast Audience Research Council (BARC India) was being propelled as an alternate TV viewership measurement system to the incumbent, TAM Media Research. TAM, a 50:50 joint venture between Nielsen and Kantar Media, was then responsible for the ratings that decide the fate of the `22,000 crore spending on TV advertising. It enjoyed a virtual monopoly, but its job left a lot to be desired.

Broadcast Audience Research Council

Broadcast Audience Research Council (BARC) India is a joint industry body founded by stakeholder bodies that represent Broadcasters, Advertisers and Advertising & Media Agencies.

BARC India was planned and executed as an alternative to TAM Media Research Pvt. Ltd. It was set up as per guidelines of the Ministry of Information & Broadcasting, Government of India.

It is mandated to design, commission, supervise, and own a television audience measurement system for India, and provides Indian broadcast sector with a real-time television rating points (TRP) measurement system.

[2]

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