There have been complaints from many circles about the non availability of detailed researches on TV channels viewership ratings, programme/presenter loyalty and day time viewership trends. This data can aid the media planners in making the most effective media strategies for their respective brands. People Meter, the latest research data gathering tool, has become recently available in the market and generally the watchers are optimistic about the possibilities it has opened for them. Although quite expensive, it provides minute to minute ratings for easy reference of planners. Below is an analysis of some of the latest data provided by the meter.