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Ajita Shashidhar

Mumbai , Nov. 15

TAM Media Research is going to invest a substantial amount on measuring the fragmentation of media that has been taking place with the advent of the digital media.

Speaking to Business Line, Mr L.V. Krishnan, Chief Executive Officer, Tam Media Research, said the agency is going to establish a digital set-up at its monitoring centre in Baroda that would be able to monitor as many as 200 TV stations.

The agency, which is on an expansion mode, would increase its number of peoplemeters from 4,500 to 7,000 in the first phase, Mr Krishnan said.

The decision to increase the number of peoplemeters was following the NRS 2005 study, which showed an increase in television and satellite universe numbers. The agency has pegged the new sample size requirements to a total of 10,300 peoplemeters.

Mr Krishnan also said the agency would release the data of the elite panel early next year. "This again reaffirms our focus on the fragmented media market, as the fragmentation of media is highest in this category."

Mr Krishnan also pointed out that though the total ad industry spends is currently estimated at Rs 11,800 crore, the entire growth is coming from repeated communication instead of expanded communication. "Almost 450 million people are in media darkness and have no access to organised media. Ninety per cent of the advertising revenue is focused on a fragmented audience of around 250 million people, which are mostly concentrated in cities and towns."

Mr Krishnan said the media and marketing companies should appeal to the Government to chalk out an agenda to invest in rural markets and convert the entire market into an investment potential. "It is essential to create a common platform and once this happens and returns start coming in, TAM will also invest in monitoring investments made by marketing companies and media companies."

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