Reincarnating TAM panelists to understand channel surfing

L.V. Krishnan, Trevor Sharot, Sharan Sharma and Akash Chawla

This paper records a continuation in a series of studies launched to appreciate TAM ratings in a holistic manner.

Reincarnating TAM panelists to understand channel surfing

L.V.Krishnan, Sharan Sharma and Akash ChawlaTAM India, India

Trevor SharotAGB Nielsen Media Research, Singapore

BACKGROUND

The Indian television scenario is active as never before. TAM India today reports on close to 300 channels, an increase of 82 channels as compared to 2002. Importantly, the growth has been coming from special interest channels –especially Kids-centric channels, News and Music as Table 1 shows.

And a ready market exists for these channels. For one, cable subscription in India is a relatively low US$4 a month. For this...

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