TAM India applies for television audience measurement license

TAM India has applied for a license to operate as an audience measurement agency under India’s TV Ratings Policy 2026. This move introduces potential competition to a market currently dominated by BARC India.

TAM India’s proposed measurement architecture differs from the existing system. While BARC India utilizes a panel of homes equipped with people-meter technology, TAM India intends to use return-path data (RPD) sourced directly from cable and Direct-to-Home (DTH) set-top boxes. The company plans to expand this into cross-screen measurement through various partnerships and has indicated it could begin providing ratings within one quarter of receiving a license.

Industry reactions are mixed. Some advertising stakeholders view the entry of TAM India and the expected application from technology-led firm Chrome DM as an opportunity to improve market credibility and methodology. However, others have raised questions regarding TAM India’s previous role in the sector and whether a new player will effectively resolve long-standing concerns regarding measurement accuracy.