INTAM has decided to continue providing television ratings data, dropping earlier plans to suspend its services for four-to-six weeks to revamp the entire panel of sampled homes in Mumbai. INTAM will, thus, have to report from the exposed list of peoplemeter homes till the revamping process is complete.
The leak of the confidential list recently created a furore in the industry, with many broadcasters questioning the accuracy of the data provided by the two ratings agencies. A simultaneous effort is being carried out by INTAM to replace the panel. The new panel is expected to be complete in a period of six weeks.
“We have reverted from my earlier decision, as clients have informed us that they don’t want a break in data for their media planning. We will also be reporting from the leaked list as we are convinced that the data has not been manipulated. The setting up of the entire panel will take six weeks,” according to ORG-MARG president Ashok Das.
INTAM’s decision to continue reporting from the leaked list has been greeted with scepticism by several media experts, who question the accuracy of this data.