IMRB had set up diary-based measurement system in nine cities in 1986 called TRP or Television Rating Points system. In 1995, this was converted to an electronically metered measurement system called TRP Peoplemeter in Mumbai. It was extended to four cities. MARG too simultaneously launched a similar service. Thereafter, a joint industry body (JIB ) is formed by the Indian Society of  Advertisers ( ISA ), the Indian Advertising Association of India  ( AAAI ) and leading TV broadcasters including DD. JIB invites three agencies — Dun Bradstreet (AC Neilson in India),MARG and IMRB — to bid for setting up a rating system for the industry. IMRB and Dun Bradstreet decide to join hands and use Neilson meters. JIB awards the contract to this joint venture–now known as TAM. MARG ( which merged with ORG ) continues its rating under INTAM or Indian National Television Audience Measurement. Meanwhile, Neilson acquires MARG and the two services INTAM and TAM are combined in 2002.