INTAM expands measurement net across India

<p>NEW DELHI: The INTAM Peoplemeter service, run by market research </p><p>company ORG-Marg, has expanded coverage to 49 centres, taking its </p><p>coverage to 4,405 homes. </p><p><BR><BR> </p><p>This makes it the largest peoplemeter service in Asia, said Goutam </p><p>Mitra, general manager of ORG-Marg. </p><p><BR><BR> </p><p>Currently, ACNielsen's TAM peoplemeter covers 3,400 Indian </p><p>households. </p><p><BR><BR> </p><p>Last year both services were accused of offering an inadequate service </p><p>based on India's market size. </p><p><BR><BR> </p><p>Rakesh Sharma, programming and marketing consultant with Tamil language </p><p>Vijay TV, said that TAM and INTAM provided broad demographics of the </p><p>family audience, but they ignored the specifics. </p><p><BR><BR> </p><p>Arun Kapoor, proprietor of Delhi-based ad agency, Foresight, filed a </p><p>complaint with the powerful Monopolies and Restrictive Trade Practices </p><p>Commission, contending that that the survey size at the previous level </p><p>was inadequate for both services. </p><p><BR><BR> </p><p>Sainath Iyer, corporate communications for Zee TV, said: "Scientific </p><p>tracking demanded a much larger base than the offerings of the two </p><p>peoplemeter services." </p><p><BR><BR> </p><p>By increasing its coverage, Mitra said ORG-Marg is able to offer data </p><p>and information for a larger number of population strata levels since </p><p>more small towns are included. </p><p><BR><BR> </p>

by | 04/13/2001