In a late night development on Thursday, TAM’s corporate communications desk has issued an official statement on the Market Research User’s Council’s (MRUC) initiative on new research in TV ratings system last week.
The statement reads: “TAM had already initiated these steps with the Joint Industry Body (JIB) long back, yet welcomes this surprise initiative taken by the MRUC. All of you would have read about the MRUC initiative last week through various news reports. This surprising yet welcome initiative by MRUC focuses on the TV ratings aspect. If MRUC really wanted to address these concerns, they should have invited TAM. We would have gladly participated and contributed towards a healthy and a well-informed discussion.
“TAM Media Research believes in ‘informed opinion’ within the industry. Below are some key statements from the Communications Desk of TAM Media Research with the backdrop of the MRUC initiative last week.
“One of the key issues discussed at the session was the need to increase sample size. TAM Media Research had already announced its expansion plans immediately after NRS 2005 findings reflected this need. Post the concern from last week’s MRUC meet, TAM would like to re-assure the Council that as per the requirement reflected in NRS 2005, we are already working out the blueprint for the panel expansion and that we are increasing the sample size to 7000 by Phase I and complete the figure of 10,300 in Phase II. Every process in this expansion plan is being worked under the constant supervision of the Joint Industry Body. The JIB is the industry representation of Indian Society of Advertisers (ISA), Indian Broadcasting Foundation (IBF) and Advertising Agencies Association of India (AAAI).
”We are ever ready to meet any industry requirement today or in the future. TAM is for the industry, of the industry, by the industry.
”The TAM India panel is the largest panel in the world in terms of the number of individual respondents in the panel. Further, this is wonderfully integrated with one of the largest number of media brands monitored through one of TAM’s divisions, AdEx India.
”The research approaches, services and methodologies innovated by TAM India have received global attention and won accolades at ultimate global conferences like WAM and ESOMAR: Only Asian media company to have presented papers in consecutive four forums of ESOMAR and ARF across Shanghai, Geneva, Tokyo and Montreal; two consecutive awards at ESOMAR/ARF forums – Best Paper award at ESOMAR 2004 in Shanghai and Best Paper award at WAM 2005 conference in Montreal.
“With best of international tools like Xpert Optimisers, ViewerGraphics analysis package, MAP AdEx package, Connectam distribution tracking software, made available to advertisers, broadcasters and media agencies, TAM has delivered to the industry tools that could enable creation of invaluable insights for the industry members.
”TAM India, under the supervision of JIB, should be able to fully operationalise world’s first ever Elite Panel specially designed to study ‘power consumers’ (Sec A1+) – Upscale (Elite) TV audiences within the country and understand finer details of their TV viewing habits. This initiative was a demand from the industry met by TAM.
”TAM is technology ready. It is ready to address any kind future changes in distribution platforms like CAS, DTB, Broadband or the Internet through its latest and digitised peoplemeters – TVM5 – obtained through international venture partner AGB. This technology is going to be used for the Elite Panel.
”TAM will soon introduce state-of-the-art systems for capturing TV advertising spots, called TV Events.
”The key objective of TAM is to help its clients (the industry) take effective media decisions. TAM will continue to be the ‘Intelligence Provider’ for the entire media industry.”
Although TAM has decided to issue this statement a week after MRUC’s initiative, one would think it’s better late than never
MRUC initiates steps to pioneer new research in TV ratings system