IBF, AAAI, ISA to meet TAM on digitisation issues

MUMBAI: As the deadline for digitisation in the four metros nears, advertisers are worried about TAM coming under pressure from the government and the broadcasters not to report viewership data from cable TV homes which do not have digital connectivity from 1 November.

The broadcasters have made it clear that they want viewership data from analogue cable to stop in the metros of Delhi, Mumbai, Kolkata and Chennai which come under the first phase of digitisation from 1 November. had earlier reported that major broadcasters and multi-system operators (MSOs) have agreed to switch off genre-wise analogue signals of television channels in phases ahead of the 1 November deadline for digitisation in the four metros.

In the coming week, the Indian Broadcasting Foundation (IBF), the Advertising Agencies Association of India (AAI) and the Indian Society of Advertisers (ISA) are meeting with television ratings provider TAM Media Research in Mumbai to discuss about this and other issues.

Leo Burnett South Asia chairman and CEO, AAAI president and Advertising Standards Council of India (ASCI) chairman Arvind Sharma, who is currently abroad, informed via a text message that the meeting will most likely take place sometime next week.

A TAM official told, "Our standpoint is very simple. We have not made a decision yet. All the decisions will be taken only after a common consensus from all the three stakeholders of the industry. As of now, we will be meeting the three bodies and I hope a common ground is reached during the meeting."

The government has suggested that TAM should not report viewership data on any channel that has been fed via any non-digital signal.
The advertising industry is worried that if a significant number of cable TV homes do not get set-top boxes (STBs) installed and continue to receive television channels the way they receive now after 31 October, the viewership data reported by TAM based on digital homes will be incorrect.

Reporting of skewed data by TAM would make it impossible for advertisers to carry out post campaign evaluation. Also, digitisation deadline happens to be just before the Diwali festival, ahead of which advertising peaks.

The Ministry of Information and Broadcasting on 19 September said 68 per cent of the cable TV homes in the four metros had switched to digital reception of television channels. In its further push to complete digitisation in the four metros, the ministry has even suggested that broadcasters withdraw analogue channels genre-wise before 1 November.

The TAM official said, "At the end of the day, we are service providers. We hope the three stakeholders (AAAI, ISA and IBF) reach a consensus on issues in the upcoming meeting."

ZenithOptimedia CEO Satyajit Sen said, "The advertisers of course want the ratings to continue coming in. The money is coming in on the basis of that so there has to be a declaration of ratings. If the ratings are not there, there will be no benchmark available to the advertisers."

When contacted, ISA Secretary General Y Harikrishnan declined to comment saying, "I am not in a position to comment on this."

Latest Reads
Livestreaming App SWOO sees momentum in India; Launches Trivia Format in India

SWOO, a leading global livestreaming platform established in Middle East, today announced the launch of its SWOO TRIVIA SHOW ? a celebrity hosted live video streaming game show for Indians. SWOO is a user friendly, engaging and feature-rich live broadcasting app available across Android/ iOS/ Web...

Technology Software Applications
TiVo exits STB business

MUMBAI: TiVo is exiting the manufacturing, sales and distribution of set-top boxes to a yet-undisclosed third party, the company has said.

Technology Hardware Set-top Boxes
IET India IoT Panel joins hands with exhibitions india group for the 3rd edition of IoT india congress

IoT India Congress is India?s Platform of Platforms for the Internet of Things conceptualized by IET India IoT Panel, a think tank constituted by the Institution of Engineering and Technology (IET) India. The 3rd edition of IoT India Congress will be hosted in collaboration with India?s leading...

Technology Software Firmware
Tata Elxsi's Automation suite adopted by pan-European Media and Telecommunications Company

Tata Elxsi, a global design and technology services company, announced the licensing of its integrated test automation and monitoring suite ?FalconEye? to a pan-European media and telecommunications company for OTT automation and improving streaming performance.

Technology Software Firmware
Verimatrix recognized for contributions to latin american Pay-TV market with PRODU award win at NAB Show

LAS VEGAS: Verimatrix, a specialist in securing and enhancing revenue for network-connected devices and services, has received the PRODU Award for Best Pay-TV Technology Contribution on behalf of its MultiRights? OTT solution. MultiRights helps service providers effectively navigate the modern OTT...

Technology Software Firmware
Amagi debuts machine-learning powered content-preparation suite

Amagi, a cloud-based technology provider for media processing, has launched Tornado, a machine learning-based content preparation service that enables TV networks and content owners to scale their operations and accelerate broadcast workflows.

Technology Hardware Components
Sharp and TiVo extend interactive program guide deal to power content Discovery across entertainment devices

MUMBAI: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Sharp Corporation will further utilize TiVo?s G-Guide HTML across Sharp 4K smart TVs and Ultra HD Blu-ray recorders in Japan, TiVo?s G-Guide xD app and remote schedule...

Technology Hardware Components
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories