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As the industry prepares for digitisation, one of the biggest steps that would be taken is the suspension of TV ratings data from TAM Media Research. As is known, the changed deadline for digitisation, under the aegis of DAS (Digital Addressable System) for the four metros -- Mumbai, Delhi, Kolkata and Chennai -- is November 1, 2012.
The four markets are expected to undergo various changes at the time including switching off of channels in homes that have not transitioned to a digital distribution platform. According to broadcast sources, a revisit of people-meter homes is also expected due to digitisation.
On the back of these arguments, the IBF (Indian Broadcasting Foundation) has initiated the dialogue to suspend viewership reportage of all genres, beginning November 1, 2012, so that the settling in period of digitisation is “seamless”.
Giving the IBF viewpoint here, Man Jit Singh, IBF’s President and the CEO of Multi Screen Media said, “Given the transition period required for digitisation, which could entail anything from channels switching off in certain areas to even the required recalibrating of people-meter homes, the IBF is of the opinion that viewership reporting in the initial days of digitisation may not be accurate. Hence, it would be better for TV ratings to be suspended for the period that digitisation needs to settle in.”
"TV ratings data should be briefly suspended from Nov 1"
The four markets are expected to undergo various changes at the time including switching off of channels in homes that have not transitioned to a digital distribution platform. According to broadcast sources, a revisit of people-meter homes is also expected due to digitisation.
On the back of these arguments, the IBF (Indian Broadcasting Foundation) has initiated the dialogue to suspend viewership reportage of all genres, beginning November 1, 2012, so that the settling in period of digitisation is “seamless”.
Giving the IBF viewpoint here, Man Jit Singh, IBF’s President and the CEO of Multi Screen Media said, “Given the transition period required for digitisation, which could entail anything from channels switching off in certain areas to even the required recalibrating of people-meter homes, the IBF is of the opinion that viewership reporting in the initial days of digitisation may not be accurate. Hence, it would be better for TV ratings to be suspended for the period that digitisation needs to settle in.”
"TV ratings data should be briefly suspended from Nov 1"
