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Friday, September 07, 2001



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Peoplemeter leaks arrive in Chennai

Our Bureau

NEW DELHI, Sept. 6

EVEN as the broadcasting industry is just coming to terms with the leakage of lists of households in Mumbai where peoplemeters were placed, similar lists of households in Chennai are also doing the rounds today.

Confirming the development, Mr L.V. Krishnan, CEO, TAM, (ratings by IMRB-AC Nielsen) said, "Yes, we have heard that the confidential list for Chennai city has also been leaked. This is very demoralising and we are very concerned. We are trying cross-chec k and verify the list." The list of households where peoplemeters are placed is confidential data accessible to very few persons in each research agency.

Mr Ashok Das, President of ORG-Marg, which does the INTAM ratings, said, "Yes, I have also heard that the Chennai list is out. We will have to check it out. We need to do some damage control and beef up security. Some vested interest which does not want ratings is behind this. We will have to find that out."

Mr Krishnan said that the entire industry comprising advertisers and broadcasters must come together to sort out the problem. "You need to go beyond and find the real wolf," he said.

Meanwhile, the entire industry is concerned about the source playing truant. Market rumours point fingers at an entertainment channel which has launched several new programmes in the recent past.

Media planners too are concerned about the consistent leaks that are happening. "First it was Mumbai, now it is Chennai, tomorrow it could be Kolkata. Where will all this stop?," said a senior media planner.

There is no other data besides television rating points (TRPs) which media planners rely on. And the system needs to rectified as soon as possible, they said.

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