BARC India & TAM India complete merger; JV named Meterology Data
The much-awaited joint venture between BARC India and TAM India launches today with the formation of the meter management company. This new entity, which will be called Meterology Data Pvt Ltd (MDL), will commence its operations in the next couple of weeks as TAM India exits TV viewership measurement business effective February 29, 2016.
As part of the new system, all TAM India meters will be re-deployed in panel homes selected by BARC India’s sample design. This JV will help BARC India in growing its sample size.
In MDL, BARC India will have full management control with 51 per cent stake, while TAM India – which includes Nielsen and Kantar – will have 49 per cent stake.
Up to this point, BARC India and TAM India, both have been generating and reporting TV viewership data individually to the industry. Now, with the completion of this JV, BARC India will be the single provider of TV viewership data.
MDL’s role will be to run and manage the meter operations and supplying raw data to BARC India. TV viewership data will be computed and disseminated through BMW (BARC India Media Workstation). MDL will manage the panel households and will also be responsible for future TV panel expansions.
The Spot Monitoring and Channel Monitoring data will be exclusively sold by BARC India to broadcasters, agencies, advertisers and others.
Meanwhile, TAM India will continue to provide to the market the following services: AdEx services of TV, Print & Radio AdEx, Daily & Weekly Sales Index Reports, Bollywood & Music Monitoring Dashboards; Audience Measurement in Radio (RAM); Sports Sponsorship ROI Measurement (TAM Sports) and PR Measurement data & Audit services (Eikona).
Mr. Sudhanshu Vats, Group CEO Viacom18 said, “This merger will have a positive impact on 3 fronts. Firstly, it will expedite the expansion of the measurement system in terms of both sample size and data depth. Secondly, it will ensure that there is only one currency that the media and entertainment industry deals in, thereby, increasing transparency in the system. Given that our audience is diverse and their content consumption habit is complex, this consolidation will allow seamless and accurate mapping of Indian television viewership.”
“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,” added Eric Salama, CEO, Kantar.
“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,” remarked Nielsen MD Prashant Singh.
LV Krishnan, CEO, TAM Media Research, 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 15 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.”