The Indian dilemma

Date of publication: June 15, 1998


Currently there are two national people meter systems being developed in India: a joint venture between the Indian Market Research Bureau (IMRB) and AC Nielsen; and ORG-MARG (The Marketing and Research Group). The joint venture between IMRB and AC Nielsen has the backing of a joint industry board, consisting of media professionals elected by the ‘Indian Society of Advertisers’ and the ‘Advertising Agencies Association of India.’ ORG-MARG has decided on a solo venture with funding from partners VNU and trusting in the industry to rethink their decision and choose a system based on price and performance. The main body of this paper looks at the many issues involved in the development of the first Indian national people meter panel, a number of which remain in dispute at the time of this paper, despite the existence of the joint industry board.

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