New Delhi: India’s broadcasting industry is buzzing with the possibility of having a second official television rating agency. This comes after the Telecom Regulatory Authority of India’s (TRAI) recommendation for multiple rating bodies, which is a part of the ongoing formulation of the National Broadcasting Policy 2024.
While the industry debates the need for multiple agencies, TAM, a well-known media data intelligence company, is a strong contender to become the second official rating agency alongside the Broadcast Audience Research Council (BARC). Notably, TAM filed an application with the Ministry of Information and Broadcasting (MIB) over a year ago seeking a license to operate as an official ratings and audience measurement body.
TAM carries weight in the industry due to its experience. It was a joint venture between Nielsen (USA) and Kantar (UK) and held the position of India’s television rating agency before BARC came into existence. Experts believe TAM’s past experience and the new TRAI recommendations could pave the way for its licensing approval by the MIB, especially considering the new Central government is now in place.
Interestingly, TAM hasn’t been idle while waiting for the license. Sources say the company has been actively preparing its blueprint for ratings services ever since it applied.
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The Ministry of Information and Broadcasting is yet to respond to queries regarding the timeline for processing TAM’s application.
A Look Back at India’s TV Rating Agencies
1994: India’s television rating journey began with ORG-MARG’s INTAM (Indian National Television Audience Measurement), which had a limited reach restricted to major cities.
1998: TAM entered the scene, becoming the second ratings agency.
2001: INTAM and TAM merged.
2007: Audience Measurement and Analytics Ltd. (aMap) joined the scene.
2008: TAM Media Research and aMap became the primary providers of television rating services.
2011: TAM became the sole provider after aMap discontinued its services.
2018: Concerns about the rating system’s credibility led the MIB to seek TRAI’s recommendations.
This resulted in the formation of BARC, which received accreditation in 2015. Following this, TAM discontinued its operations.
With TAM potentially re-entering the fray, the Indian television industry could be on the cusp of a new era in audience measurement, potentially bringing more transparency and competition to the space.
