Nielsen Media Research (NMR), which owns TAM India, is technologically
prepared to meet the new broadcast environment emerging in India. NMR's
peoplemeter-technology has capability to measure TV audiences across diverse
technology platforms such as DTH and broadband. “We are platform independent
and aim to build on solutions”, said John Hall, Director, Media Technology
Hall said that NMR’s technology can not only measure TRPs of cable channels but also of digital video/audio services delivered via satellite to homes or any other transmission facility. Admitting that the emerging scenario poses a big challenge, he said, "We are currently trying to understand the marketplace and how it will evolve." Hall feels that geographical area and unified access to phones will pose some hurdles in India.
L.V. Krishnan, CEO, TAM India, said that all broadcasting platforms are likely to co-exist in the Indian market. “The service provider could even be a personal TV recorder as well. It is operating in other countries. As for DTH, there are already over 100,000 homes with dish antennae. We are meeting people who provide these kinds of services to start our measurement services as soon as possible.”
Supporting Hall’s statement, Krishnan said, “We want to be delivery platform neutral be it Internet, broadband, DTH or any other medium.”
Joydip Kapadia, VP, Operations, TAM India, is of the opinion that it is important to understand the need of the consumer. “We have proven technology and hence there is no problem at that end. But we do need to recognise what added features should be made available to the subscriber,” he said.