This follows the industry's dissatisfaction with the current data provider, TAM Media Research, which has allegedly not been able to deliver data on all the 70 million cable and satellite households.

Television broadcasters, advertisers and media buying agencies, which are members of the India Broadcasting Federation, the Advertising Agencies Association of India and the Indian Society of Advertisers, represent the JIB.

TAM is currently the only recognised audience measurement body in the country. However, the major drawback is that the firm churns data based only on inputs collected from across 148 cities, covering only 40 million cable and satellite households.

"With rural India emerging as an important market for almost all advertisers, it is important that data are available for all cable and satellite households. This will help advertisers plan their spends on television," said a source at the JIB.

Members of the JIB met a few weeks ago to discuss the possibility of enhancing the measurement system, but have not voiced their concerns officially to TAM.

"As of now, the JIB meetings are at a nascent stage. We are trying to assess the pros and cons of the data we get from TAM, and how the quality of audience measurement can be improved to be of value for all the people in the loop," said a source.

Data coverage and robustness of the measurement system are what the media fraternity needs. "Once we are clear with our needs, we shall communicate the same to TAM and see if they can fulfil our criteria. We will otherwise have to call for global bids," the source said. He added that there was a possibility that TAM would ask for additional charges if it had to provide data on all the cable and satellite homes, which the JIB was unwilling to accept. According to industry estimates, TAM receives 75 per cent of its fee from the IBF and the balance from the AAAI and the ISA.

When contacted, L V Krishnan, chief executive, TAM Media, said, "Nothing has come to us as of now. However, if the JIB tells us their requirements, we will be glad to provide the same. We are open to discussion." Currently, TAM's infrastructure does not support providing data based on coverage across all cable and satellite homes. If TAM has to do so, it will lead to additional cost. "The JIB and TAM will have to jointly work for it," added Krishnan.

Apart from TAM, the other television audience measurement system is Audience Measurement and Audience (aMap) that was introduced in November last year. However, the industry has not recognised it. aMap has presence across only 31 markets in India.