At a discussion organised by PHD Chamber of Commerce and Industry here, Krishnan also said that by next year the TAM sample size would increase to 10,000 plus people meters which would record TV viewing habits of over 40,000 people.
"The (people) meter does not distinguish between 'A' channel and 'B' channel. It is impartial in nature. Because the system has been designed to only pick up what is coming on the screen therefore what is being engaged by the audience," he said.
"If we need to improve anything, obviously we need to improve the sample sizes. Sample sizes are dependent on how much depth you want to go to in terms of analysing the data," Krishnan said.
TAM ratings have been the subject of controversy after NDTV filed a lawsuit against its methods in a New York court and Prasar Bharati and the News Broadcasters' Association also expressing dissatisfaction with its results.
Krishnan further said that TAM chose the sample size of TV audience 'scientifically'.
"The most important thing for any measurement exercise to be conducted in this country is to define what is the scope of this particular research, what is it going to tell us. Depending on the funds and what you wanted to find out, the methodology could be chosen," he said.
Countering the charge that TAM's sample size was not adequate, Krishnan wondered why no such questions were asked when news channels carried out their own opinion polls. (More)
