DELHI: TAM Media, the sole television ratings agency in India,
is now under attack from the pubcaster. The Prasar Bharati
board Monday formally gave approval to Doordarshan to finalise
the parameters of legal action against TAM for generally overlooking
the ratings of the state-owned network which has the largest
reach in the country.
Prasar Bharati chief executive officer Jawahar Sircar told
indiantelevision.com that the board took cognizance of the
grievances of Doordarshan in this regard.
The board was apprised of the discussions held so far with
the legal experts. The board would approach the Information
and Broadcasting Ministry after getting the legal opinion.
Doordarshan has the largest reach terrestrially through local
cable operators and around 20 per cent of the market through
various DTH platforms.
action by Prasar Bharati comes close on the heels of the case
filed by NDTV in a New York court against The Nielsen Co,
a global research and information firm, and Kantar Media Research,
the owners of TAM Media. NDTV has sought $810 million as compensation
for the loss in revenues it has suffered over the years and
$580 million in penalty for negligence by Nielsen and Kantar
with a reach of 92 per cent in the country through 1415 transmitters
has a terrestrial reach to around 25 million viewers, apart
from those getting the feed through the DTH and other platforms.
In fact, Sircar claimed that DD Direct Plus is reaching out
to another ten million viewers, thus taking the direct reach
to 35 million.
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