Due to the differences in methodology and samples of TAM and INTAM, both provided differing results for the same programs. In 2001, a confidential list of households in Mumbai that were participating in the monitoring survey was released, calling into question the reliability of the data. This subsequently led to the merger of the two measurement systems into TAM. For several years after this, in spite of misgivings about the process, sample and other parameters, TAM was the de facto standard and monopoly in the audience metrics game. aMap In 2004, a rival ratings service funded by American NRI investors, called Audience Measurement Analytics Limited (aMap) was launched. Although initially, it faced a cautious uptake from clients, the TAM monopoly was broken. What differentiates aMap is that its ratings are available within one day as compared to TAM's timeline of one week. BARC India Broadcast Audience Research Council (BARC) India is an industry body set up to design, commission, supervise and own an accurate, reliable and timely television audience measurement system for India. It currently measures TV Viewing habits of 183 million TV households in the country, using 30,000 sample panel homes. This will go up to 50,000 in the next couple of years, as mandated by the Ministry of Information & Broadcasting (MIB). As per BARC India's Broadcast India (BI) 2018 Survey released in July 2018, based on a sample of 3 lakh homes in the country, TV homes in the country have seen a 7.5% jump, outpacing the growth of homes in India which grew at 4.5%. India currently boasts of 298 million homes, of which 197 million have a TV set, having an opportunity of almost 100mn more TV homes in the country. Guided by the recommendations of the TRAI (Telecom Regulatory Authority of India) and MIB notifications of January 2014, BARC India brings together the three key stakeholders in television audience measurement – broadcasters, advertisers, and advertising and media agencies, via their apex bodies. BARC India is committed towards establishing a robust, transparent and accountable governance framework for providing data points that are required to plan media spends more effectively. The role of television media was especially crucial in 2020 as citizens were asked to stay home to fight the pandemic in India. Talking about how media was used as a tool to instill fear and discipline among the public in India during lockdown, an article