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Our Bureau

Chennai , June 29

TAM Media Research, which tracks television viewership, has decided to more than double its sample size of TV homes.

The organisation will step up the number of peoplemeters (gadgets which trace viewership habits) to 10,300 from just under 5,000 now.

The move is a response to the latest National Readership Survey findings, which show an appreciable increase in cable & satellite homes, said a TAM spokesman, while denying it was reacting to criticism from some sections about its sample size.

Mr L.V. Krishnan, CEO, TAM, has been quoted in the press release as saying, "We all know that our TV environment has been changing on three fronts — the universe with more urban population, the TV-universe with more homes having TV sets, and the market with more number of TV channels. Now, NRS-2005 has captured these changes in our TV universe, which in turn will get reflected in the TAM panel, as well."

The peoplemeters will be installed in Class-I towns (towns with a population over one lakh).

Of the 10,300 peoplemeters, about 200 to 300 will track the `elite' households. The Elite TAM service is expected to be ready by the year-end while it is also learnt that TAM is mulling a similar facility for semi-urban and rural areas. The latter, though, is still in its early stages of development.

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