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Indian TV Audience Sample Grows
India's television audience measurement agency Tam Media Research is planning to increase its panel from 4,800 to 10,300, following news that the number of Indian homes with access to cable and satellite TV has doubled since 2002.
The National Readership Survey (NRS 2005) findings show that TV penetration in India has grown by 32%, while cable and satellite access has grown by 53%, in the last three years.
The agency also plans to launch an elite panel, to capture TV viewing habits among higher social classes, as well as a semi-urban and rural panel. Tam's data currently represents 'Class I towns' - those with a population more than 100,000.
Tam Media Research CEO LV Krishnan explained how the TV market has changed, with an increase in viewers, particularly in urban areas, and a rise in the number of channels. He said: 'NRS 2005 has captured these changes in our TV universe, which in turn will be reflected in the Tam Panel.'
Tam is on the Web at www.tamindia.com
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