TAM Media Research, the veteran media data intelligence firm and a joint venture between global giants Nielsen (USA) and Kantar (UK), is strategically repositioning itself for a dynamic new phase in India’s audience measurement ecosystem. With the Ministry of Information and Broadcasting (MIB) actively liberalizing key norms governing television and media ratings, TAM is aggressively pursuing partnerships with major Big Tech firms and Distribution Platform Operators (DPOs) to launch a groundbreaking multi-screen Digital audience measurement service. This move signals a significant expansion beyond traditional linear TV measurement, aiming to capture the rapidly evolving digital consumption habits of Indian audiences.
Having operated in the Indian market for over two decades, TAM had previously applied for a license to function as an audience measurement body under the revised policy framework, a license that is currently pending with the MIB.
Speaking to Storyboard18, LV Krishnan, CEO of TAM Media Research, welcomed the government’s forward-thinking approach to encourage multiple rating agencies. He emphasized that this progressive step is crucial for catalyzing the evolution of multi-screen measurement, a shift that he believes will significantly better serve both platforms and advertisers in the increasingly digital age.
“We are closely working with DPOs and Big Tech platforms to bring them onboard for measuring audiences across screens,” Krishnan confirmed. He also reiterated TAM’s unwavering commitment to its existing collaboration with Broadcast Audience Research Council (BARC) India, particularly through their joint venture, Meterology Data Pvt Ltd (MDL), where BARC holds a 51% stake and TAM 49%. This ensures continuity in backend services for linear television measurement while TAM forges ahead in the digital domain.
While BARC India will continue its dedicated focus on linear television viewership, TAM is charting a distinct and ambitious new course with its sharp emphasis on digital and cross-platform measurement. “Our primary focus is to enhance digital and multi-screen measurement. BARC mainly focuses on linear TV while we aim to expand beyond that,” Krishnan explained, clearly outlining TAM’s strategic differentiation.
This proactive shift by TAM comes directly in the wake of the MIB’s draft policy amendments, released on July 2, 2025. These amendments have significantly relaxed ownership and governance restrictions within the rating agency sector. Notably, Clause 1.5, which previously prohibited board members of ratings agencies from holding roles in broadcasting or advertising firms, has been scrapped. Similarly, Clause 1.7, which imposed restrictions on cross-holdings between rating agencies and media/advertising companies, as well as among multiple ratings bodies, has also been removed.
Storyboard18 had previously highlighted that the removal of these critical restrictions is expected to open the floodgates for new entrants, including Over-The-Top (OTT) players, DPOs, and even Big Tech firms, to establish their own ratings agencies. This legislative change is poised to intensify competition within the audience measurement industry, potentially disrupting the long-standing monopoly held by BARC. With these historical constraints now lifted, OTT platforms, DPOs, and large advertiser consortiums gain unprecedented freedom to independently set up or invest in audience measurement agencies, fostering a more diverse and competitive landscape. The MIB has invited public comments on these draft guidelines, allowing a 30-day window for feedback from the date of issuance.
While the proliferation of rating agencies is expected to foster competition and innovation, industry experts have voiced caution. “Many cooks spoil the soup,” one observer noted, expressing concern that a multitude of stakeholders launching their own agencies might lead to fragmented data, inconsistent methodologies, and potential disputes over data reliability.
However, there is a consensus among experts that credibility will emerge as the single most important differentiator in this evolving scenario. “Trust will matter more than ever,” stated a senior executive from a leading media buying agency. “Brands will only rely on ratings that are transparent, independent, and technically robust.” This emphasis on trust underscores the critical need for robust methodologies and unbiased reporting in the new era of audience measurement.
TAM’s strategic re-entry and renewed focus on multi-screen digital measurement are poised to significantly reshape India’s media measurement landscape. At a time when digital content consumption is rapidly outpacing traditional television, and advertisers are in desperate need of sharper, more comprehensive insights into viewer behavior across all devices, TAM’s ambitious plans could provide crucial solutions and drive greater accountability in media planning and buying.
Key Highlights:
- TAM Media Research is actively seeking partnerships with Big Tech firms and DPOs to launch a multi-screen Digital audience measurement service in India, expanding its focus beyond linear TV.
- This strategic pivot is enabled by recent MIB draft amendments (July 2, 2025) that liberalize TV rating guidelines, including the removal of restrictions on cross-holdings and board memberships.
- TAM CEO LV Krishnan confirmed the company’s continued backend support for BARC India through their MDL joint venture while emphasizing TAM’s new primary focus on digital and cross-platform measurement.
- The relaxed norms are expected to intensify competition in the audience measurement sector, with experts highlighting that credibility and transparent methodologies will be crucial for new and existing players.