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TAM’s Elite Panel data goes Live

05-January-2007
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TAM’s Elite Panel data goes Live

TAM Media Research has released the preliminary findings of what they claim to be the world’s first Elite TV Panel. This special initiative has been taken only by the Indian media industry. This latest value addition for the Indian TV industry will measure the TV viewership behaviour of the most precious set of consumers that the brand owners attempt to target – the crème de la crème of the Mumbai and Delhi population.

TAM’s Elite Panel is a mix of cable, DTH and CAS homes.

LV Krishnan, CEO, TAM Media Research, said, “Across the globe, all Elite consumer media studies are recall based survey measurements. Very few attempts have been made to measure this exclusive set of consumers through a continuous panel based method. TAM’s Elite Panel is the world’s first such study to understand Elite consumers’ TV viewing habits.”

“Throughout the two years it took us to implement the industry proposal, TAM received support from all constituents of the industry. I am certain that with such passion prevalent amongst the industry leaders, this will go down as one of the many frontiers that Indian media industry, in partnership with TAM, will conquer,” Krishnan added.

One of the additional USPs of the panel is that it has deployed the state-of-the-art digital TVM5 peoplemeters. Commenting on this, Pradeep Hejmadi, Vice-President, TAM Media Research, said, “The Elite Panel comprises homes receiving channels through a mix of analog cable, digital set top box (CAS) and direct–to-home (DTH) platforms, making this the first technology-hybrid, platform neutral TV study.”

An Elite Household in the panel is defined as one which is SEC A1 owning AC, PC and car.

Across the globe, all Elite consumer media studies are recall based survey measurements. Very few attempts have been made to measure this exclusive set of consumers through a continuous panel based method. TAM’s Elite Panel is world’s first such study to understand Elite consumers’ TV viewing habits.

The Indian Elite Panel captures the nuances of TV viewing among the top 3 per cent of the socio-economic strata in Mumbai and Delhi. The entire approach to home selection and recruitment for the panel was done in a unique manner compared to any other measurement methodologies applied in the market place so far. This two-year long painstaking effort involved crafting of scientific recruitment, counseling and data collection methods towards ensuring a robust Gold Standard currency for the industry.

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