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TAM to offer single TV ratings by 2002 end

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TAM to offer single TV ratings by 2002 end

TAM plans to start offering a single integrated television ratings service by the end of the year. For the interim period, users will be supplied data from the TAM-installed peoplemeters even as INTAM has stopped reporting from July 1 as a step towards offering a consolidated ratings system.

The INTAM panels will be used to cover more and new markets. The rollout plans will be finalised after the joint industry body meeting scheduled in August. Representatives from the broadcasting and advertising sectors along with the TV ratings agency will also decide on the investment plans and identify the new markets.

Several procedures will be covered before TAM offers a consolidated service. These are: market selection, identification of sample households for installation of peoplemeters and technology.

The subscribers of INTAM will have to pay more as TAM is comparatively higher priced.

According to sources, advertising agencies who were using INTAM data have started getting TAM data and are currently negotiating over the new rates. During the transition period, clients will not be able to get data from Madhya Pradesh where TAM does not report. Data from parts of Kerala and Gujarat will also not be available, but these states will be represented as TAM reports from Cochin and Ahmedabad.


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