MAM
Sample parameters more crucial than size: TAM
NEW DELHI: Brushing aside allegations of corruption in its television audience measurement system, TAM Media Research CEO L V Krishnan on Friday said the parameters of judging viewership and not headcount mattered as far as television ratings were concerned.
Defending the method of functioning adopted by the TAM, Krishnan said that an adequate number of TV households were being covered all over the country to provide a good sample to the industry.
As an example, he said one did not need to count every person who is left-handed to know how many people wore their watches on the left hand.
Speaking at a round-table on “Current Scenario of Television Audience Measurement (TAM) in India”, he, however, admitted that there was less coverage in rural areas.
He also said that TAM was in the process of increasing its sample size in both the rural and urban areas of the country.
He said that TAM today had a reach to 36,000 individuals, and said its technology was keeping pace with the latest technologies for giving accurate rating samples.
The PHD Chamber had organized the round-table bringing the Central Government and other stakeholders to come together on a common platform, evaluate the current rating system and prevent diluting the importance and essence of TAM.
Others who took part in the roundtable included Bharat Bambawale, Vice Chairman – North, The Indian Society of Advertisers and Director, Global Brand, Bharti Airtel Ltd.; Ravi Dixit, Director – Research, Disney UTV; Centre for Media Studies Director P N Vasanti; and Nagesh Alai, immediate past president, Advertising Agencies Association of India.
Brands
Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
