BARC, TAM India announce JV for new TV ratings agency
28 Aug 2015
The conflict over TV ratings in India seems to be finally resolved, with the two ratings agencies - Broadcast Audience Research Council (BARC) and TAM Media Research Pvt. Ltd - announcing the formation of a new meter management company on Thursday that will be the sole ratings provider for the broadcast industry.
BARC will hold a 51-per cent stake and TAM 49 per cent in the new entity, which will combine the back-end infrastructure - meter assets and panel management operations - of both.
The formation of the joint entity, which is yet to be named, implies the end of the road for television ratings provided by TAM, a TV audience measurement joint venture between market researcher Nielsen NV and the UK-based Kantar Group.
It will continue to provide its non-TV ratings services to clients.
The new firm will be jointly overseen by the BARC, Nielsen and the Kantar Group, with management control resting with BARC.
BARC India was formed by broadcasters, advertising agencies and advertisers to counter TAM India, whose ratings they did not trust.