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MUMBAI: Indian Broadcasting Foundation (IBF), Advertising Agencies Association of India (AAAI) and Indian Society of Advertisers (ISA) on Monday could not arrive at a consensus on the issue of suspension of television ratings from the four metros after the compulsory shift to digitisation from 1 November.
The three industry bodies and TAM Media Research discussed for about four hours the pros and cons of suspension of TAM ratings, at a meeting held late evening in the office of Zee Entertainment Enterprises Ltd (Zeel).
An industry source told Indiantelevision.com that the meeting remained inconclusive but a decision on the issue will certainly be announced on Tuesday. The source, however, did not make it clear if the industries bodies and TAM would meet again on Tuesday.
Another source said the broadcasters are asking for eight weeks of non reporting of television viewership data by ratings agency TAM. Advertising bodies are not agreeable but both parties would come to a settlement on the period for non reporting of data. Another area of contention is whether TAM should monitor the data at all while non reporting it.
"It looks like the advertising bodies are agreeable to non reporting of data. It is the period that is still being debated. A joint announcement will be made tomorrow," the source added.
The government has suggested to TAM to stop releasing television ratings from the four metros for a short period till the teething problems arising from the switchover to digital delivery of television channels from 1 November are resolved.
The broadcasters are in agreement with the government suggestion but the advertisers and the advertising agencies have expressed reservations.
Zeel MD & CEO Punit Goenka, Leo Burnett South Asia chairman and CEO, AAAI president and Advertising Standards Council of India (ASCI) chairman Arvind Sharma, TAM India CEO L V Krishnan, and Interface Communications director Nagesh Alai were among those who attended the meeting.
Source: Indiantelevision.com > Media, Advertising & Marketing Watch > Digitisation: Consensus eludes broadcasters and advertisers on suspension of r...
The three industry bodies and TAM Media Research discussed for about four hours the pros and cons of suspension of TAM ratings, at a meeting held late evening in the office of Zee Entertainment Enterprises Ltd (Zeel).
An industry source told Indiantelevision.com that the meeting remained inconclusive but a decision on the issue will certainly be announced on Tuesday. The source, however, did not make it clear if the industries bodies and TAM would meet again on Tuesday.
Another source said the broadcasters are asking for eight weeks of non reporting of television viewership data by ratings agency TAM. Advertising bodies are not agreeable but both parties would come to a settlement on the period for non reporting of data. Another area of contention is whether TAM should monitor the data at all while non reporting it.
"It looks like the advertising bodies are agreeable to non reporting of data. It is the period that is still being debated. A joint announcement will be made tomorrow," the source added.
The government has suggested to TAM to stop releasing television ratings from the four metros for a short period till the teething problems arising from the switchover to digital delivery of television channels from 1 November are resolved.
The broadcasters are in agreement with the government suggestion but the advertisers and the advertising agencies have expressed reservations.
Zeel MD & CEO Punit Goenka, Leo Burnett South Asia chairman and CEO, AAAI president and Advertising Standards Council of India (ASCI) chairman Arvind Sharma, TAM India CEO L V Krishnan, and Interface Communications director Nagesh Alai were among those who attended the meeting.
Source: Indiantelevision.com > Media, Advertising & Marketing Watch > Digitisation: Consensus eludes broadcasters and advertisers on suspension of r...
