David Graham and Associates (DGA)has acquired a 37 per cent stake in Television Audience Programme Evaluation (TAPE), an independent consultancy which specialises in predicting audience response to programmes and films.
Financial details of the deal were not disclosed but DGA said in a statement that the acquisition was a prelude to a fully-blown merger.
DGA chief executive David Graham said: 'The two companies are extremely complementary. DGA analyses programme performance while TAPE predicts it. We're all looking forward to a new era.'