By Amit Kapoor and Mukul Anand
The TV audience measurement (TAM) holds substantial significance in quantifying viewership patterns and preferences, offering crucial insights to broadcasters, advertisers, and content creators. This analysis presents an overview of the current state of TAM in India, examining its evolution and the diverse stakeholders involved. The note delves into various organizational structures and operational designs that have shaped this evolution and influenced its current status, especially in the U.S. This exploration aims to establish the contextual background for the shortcomings and distortions that have crept in over a period of time due to the monopolistic structure of this industry.
The complete working paper could be read here.
