GECs
Tam’s Elite Panel data goes live
MUMBAI: It has taken quite a while but media research agency Tam has finally got its Elite Panel up and running.
This latest value addition for the Indian TV industry will measure the TV viewership behaviour of the crème de la crème of the Mumbai and Delhi population.
An Elite Household in the panel is defined as one which is SEC A1 owning AC & PC & Car.
Tam’s Elite Panel is a mix of cable, DTH and Cas homes. The Indian Elite Panel captures the nuances of TV Viewing among the top three per cent of the Socio-Economic strata in Mumbai and Delhi. Tam Media Research CEO LV Krishnan says, “Across the globe, all Elite consumer media studies are recall based survey measurements. Very few attempts have been made to measure this exclusive set of consumers through a continuous panel based method. Tam’s Elite Panel is the world’s first such study to understand Elite consumers’ TV viewing habits.”
“At this moment of time, I would like to thank every senior member of our industry who gave us a patient hearing, offered us valuable suggestions and stood the test of time to finally see the industry project through. What I am even more pleased about is that, throughout the two years it took us to implement the industry proposal, Tam received support from all constituents of the industry.
The key question is how is this development viewed by the industry. Star India president, ad sales and distribution, Paritosh Joshi says that while he has not yet seen the numbers, in principle the Elite Panel together with Cas represents a strong plus for channels like Star Movies and Star World that target the affluent segment. “They will be able to offer more demonstrable numbers to clients. More and more brands that target the upmarket audience from sectors like hospitality, finance, automobiles, apparel and lifestyle are looking for the right media vehicles. This development will allow them to do that.”
Zee Network’s ad sales head Joy Chakraborthy feels that the introduction of the Elite Panel is better late than never. “It is not fair that unique channels are measured in the same way as the general entertainment channels. That situation will change. So far unique channels have been bought on the basis of perception rather than on reality. It was a case of ‘if I am watching it then others must also be watching it’ scenario. This issue will now get addressed. We are still examining the data though, as we only just got it.”
On the media side Starcom’s Manish Porwal was happy that the long awaited development had finally happened. “While we will wait and see how it fares in terms of consistency, the fact that it has happened is good news for the niche channels who will now get better exposure. Their representation earlier was small. It certainly allows us to look at the niche English genre with finer lenses and also allows us to better qualify the upmarket audience segment.”
Spatial Access’ Meenakshi Madhvani says that so far the television ratings system has basically catered to the lowest common denominator i.e. the masses. Now though, one will hopefully get a better idea of what the small in number but important affluent consumers are watching. “It will allow us to get a better fix on the affluent viewers. Also the disadvantage that the niche channels had in terms of not having the numbers to show will not be there.”
One of the additional USPs of the panel is that it has deployed the state-of-the-art Digital TVM5 peoplemeters. Commenting on this, Tam Media Research VP Pradeep Hejmadi says, “The Elite Panel comprises of homes receiving channels through a mix of Analogue cable, Digital set top box (Cas) and Direct –to-Home (DTH) platforms, making this the first technology-hybrid, platform neutral TV study.”
Tam adds that across the globe, all Elite consumer media studies are recall based survey measurements. Very few attempts have been made to measure this exclusive set of consumers through a continuous panel based method. Tam says that its Elite Panel is world’s first such study to understand Elite consumers’ TV viewing habits.
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
