Indian Broadcstng Foundation(IBF) has decidedto terminate their subscrption with TAM

Dinesh jain

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According to multiple sources, the Indian
Broadcasting Foundation (IBF) has decided to
terminate their subscription with TAM, currently
India’s lone TV rating agency. Other industry
bodies—Indian Society of Advertisers (ISA) and
Association of Advertising Agencies of India
(AAAI)—are also finalising the termination of
their subscription with TAM.
All this is to make advance payments to the
Broadcast Audience Research Council (BARC),
which is expected to roll out its rating system by
the mid or end of April. However, what this also
means is that between March and April, the
industry may have to make do without any TV
ratings.
“The roll-out of the BARC ratings has got
delayed due to the delay in the IRS data. This
has escalated the cost and BARC, in turn, has
asked its stakeholders, the three industry bodies,
to pay advances. This has led to the three
players thinking of terminating their contract with
TAM,” a source said.

When asked about the impact, considering there
will be important events like the ICC Cricket
World Cup, IPL and the launch of a new Hindi
general entertainment channel (GEC) &TV from
Zee Entertainment Enterprises Ltd (ZEEL) in the
months of March and April, he said that the
industry will have to live with it. “Earlier also the
industry had seen a rating-dark period for two
months and that was during the festive season,”
he said.


In October 2012, the three industry bodies had
reached a consensus to suspend TAM data
temporarily (for nine weeks) in the wake of
Phase I of digitisation in the four metros of Delhi,
Mumbai, Kolkata and Chennai.
At that time, TAM had deferred the viewership
data starting Week 41 (7 October) of 2012 until
Week 49 (8 December). It later released all the
data on 19 December.

TV industry heading for a rating-dark period | TelevisionPost.com
 
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