MUMBAI: It finally looks like the industry is rallying around TAM Media. First, the AAAI announced its support for TAM this morning. Now it is the turn of the Indian Society of Advertisers (ISA) which represents the interests of the marketing and advertising fraternity to do so.

Bakhsi says: "Till the time we have BARC coming in, we need to continue to have TAM."

Speaking to indiantelevision.com, the ISA chairman media committee & HUL executive director Hemant Bakhsi emphasised that it is imperative that TAM continues with its TV ratings.

He expounded: "TAM has been and is the currency which helps advertisers allocate their marketing expenditure better. While I agree that there is a need for a credible TV ratings system, we must remember that no measurement system is perfect. The industry has to work together to resolve the issues and move towards improved ratings. Till the time we have BARC coming in, we need to continue to have TAM. There cannot be a situation where we don‘t have ratings."

He pointed out that BARC is at a very early stage. "Yes we are putting together a very robust system under BARC which will be operational by next year at the timelines we have set for it. But we need TAM until that happens," he emphasised.

Bakshi said that he is very optimistic that the differences between IBF members and TAM - which have led to the former opting out of subscribing to its TV ratings service - will be sorted out. "Indeed things will get sorted. We will be working together to ensure they do," he reaffirmed.

To read the official release: Click here