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 meeting between the three industry bodies and TAM Media Research
dragged on for about four hours in the Zee office from the evening
hours but no agreement could be thrashed out at the end as it involves
commercial interests that tend to differ. The discussions centred
around the pros and cons of suspension of TAM ratings that decide
on advertising fortunes of television shows and channels.
An industry source told Indiantelevision.com that the meeting was
inconclusive but a decision on the issue would certainly be announced
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 on Tuesday 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 the findings to the industry and media.
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.
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