Come July, TAM radio division will RAM into Kolkata

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New Delhi, Apr 8: Radio Audience Measurement (RAM), an independent division of TAM Media Research that serves as a measurement of number of radio listeners introduced in October last year, will be extending its services to Kolkata by July 2008. Subsequently, RAM will be introduced in Chennai and Hyderabad respectively by the end of 2008, according to industry sources. Following this, it will venture into other metros and tier-I cities.

Currently RAM, a joint venture between market research firm IMRB International and Neilson Media Reseach, is operational in the cities of Delhi, Mumbai and Bengaluru. On being asked Pradeep Hejmadi, head, RAM, and vice president TAM Media confirmed RAM's entry into Kolkata this summer. "We have already completed our baseline study for Kolkata, a pre-requisite for RAM before it rolls out its services in any particular destination. We will offer services in Kolkata latest by July 2008”.  However, Hejmadi refused to reveal further expansion plans into other cities. “We are taking a step by step approach and currently our focus in on the Kolkata roll out”. Another TAM Media Research official said, “We are constantly in consultation with industry people. Any further official decision will be taken only after industry people are taken into confidence”.