TNS merges media intelligence and iTRAM businesses

Global - Research group TNS has merged its Media Intelligence and Media Research (iTRAM) businesses under a new venture, in an aggressive plan to develop new digital media measurement tools for marketers.

The new platform is initiated by a significant shift resulting from media fragmentation and growth of the internet, particularly with the emergence of Web 2.0 communications.

While new additional services that would develop from the joint units have not been outlined, Marketing understands more expertise will be channeled to media intelligence in Asia and marketers in the region could look forward to extended value added services from the combined operations.

Jean-Michel Portier, global head of TNS Media Intelligence, has been appointed to head the new operation.

"We recognise that media measurement is the common denominator of these successful businesses and that both have major opportunities for growth and development in the face of the digital revolution that is changing the face of the media industry," Portier said in a statement.

"Technology in particular is driving the need for an overlap between digital content and audiences, and we can respond to this in coming years with a range of new services and capabilities".