The joint venture between BARC India and TAM India launched yesterday with the formation of the meter management company called Meterology Data Pvt Ltd (MDL).
All TAM meters will be re-deployed in panel homes selected by BARC India’s sample design. This j-v will help BARC India in growing its sample size.
TAM India exits TV viewership measurement business effective 29th February, 2016 the j-v starts off operations due to this fact.
BARC India will have full management control with 51% stake in MDL, while TAM India (which includes Nielsen and Kantar) will own a 49% stake.
“The Industry was eagerly waiting for this merger to be completed from the time we announced it in August last year. We are happy to state that the Joint Venture Company is complete and all set to kick-off operations,” said BARC India CEO, Partho Dasgupta.
“We will work closely with BARC to ensure a good outcome for the industry and our joint clients. We have worked productively with BARC to get here and under the circumstances, have agreed a good way forward for everyone concerned,” said Kantar CEO Eric Salama.
“We are happy to collaborate with BARC India. The coming together of BARC India and TAM India has only strengthened the Indian broadcast industry, as they will now be getting viewership trends from a larger panel size,” informed Nielsen MD Prashant Singh.
TAM Media Research CEO LV Krishnan said, “I am very happy to see that the JV has finally taken shape. What is even more heartening is that TAM India’s current 12,000 meters, which was built and constructed tirelessly over the last fifteen years, will get combined to give BARC India a larger and robust TV panel sample base for the industry. We will do our best in providing our expertise to MDL. Meanwhile, TAM India will continue focusing its efforts towards value adding the industry through constant enhancements of its existing businesses.”
Image over the headline.- © BARC. (PR/Newswire photo)
