Tam, Intam merger by middle of next year

Our eFE Bureaux in New Delhi & Mumbai

Finally, the merger of two TV peoplemeter systems—Tam and Intam—has been formally announced. The merger of the two operations will come into effect by the middle of next year. Once the two operations come together, a single rating currency will be evolved. Mr LV Krishnan, CEO, Tam India, is slated to head the new entity.

The development is being watched with interest in the backdrop of the recent leakage of Tam and Intam sample lists, which had blown up into a major controversy. A single rating entity, it is believed by media experts, would benefit the industry, as television rating points (TRPs) hold the key to advertising on TV channels.

The merger of Tam and Intam will follow the formation of a joint venture between A C Nielsen, Kantar Media Research and Indian Market Research Bureau (IMRB), both part of Kantar, WPP’s worldwide information and consultancy business.

The single entity following the JV will offer comprehensive measurement of TV audiences and advertising expenditure in the country.