MAM

Industry questions govt review of TV ratings

MUMBAI: The Information & Broadcasting Ministry‘s initiative to set up a committee under Ficci secretary general Amit Mitra to review the Indian TV ratings system (run by AC Nielsen‘s offshoot TAM) in the country is not being looked at favourably by the industry.


Most advertising, marketing and media professionals indiantelevision.com spoke to said that the committee is not needed and the ratings issues should be left to the industry to deal with appropriately.


Leo Burnett chairman Arvind Sharma noted that the issue has been debated since quite some time. ?It (ratings) is best left to the media and advertising fraternity as TRP is a currency which has been used by advertising agencies and there is nothing for the government to do here,? Sharma opined.
 
Times Television Network MD and CEO Sunil Lulla is also not clear on what the government wishes to achieve and what its objective is.


?I do not believe the government needs to get into reviewing TV ratings. The process of audience ratings measurement is best when independent. It is managed by businesses which have scale, expertise and independence,? Lulla said.


Meanwhile, he agreed on the need of collective feedback. ?Broadcasters, including Prasar Bharati, advertisers, agencies, production houses et al, all participate in the subscription of the ratings measurement process and provide individual or collective feedback on a constant basis,? Lulla added.


However, he also hinted at the need of an industry body and the institution of another ratings system. ?There is always scope to significantly enhance and improve the process. This should be done independently and perhaps competitive forces are best to induce such change,? he said.


TME president Divya Radhakrishnan pointed out that the committee does not have any member from media; that is those who actually pay for the TAM reports. ?I do not know how much value these members will add to the media monitoring system. Also, what is the need to review the working of an independent body?? she asked.


She also pointed out that even if the government wants some regulation in the process, why only television. ?Segments like print and outdoor are completely unregulated. If they (government) want to put a check on TV ratings, why not add print and outdoor also?? she questioned.
 
Meanwhile, contrary to the media and entertainment industry, Aegon Religare director- branding and communication Pradeep Pandey said that the government‘s move is a step in the right direction. ?The government has been asking for broadcasters, advertisers and other stakeholders to think and act progressively. And the committee is also independent in nature with all the members being experts in their domain. So I see no harm in forming such a committee,? Pandey noted.


On the present ratings system, Pandey said, ?We are genuinely interested in accurate data. Not that the current data is inaccurate, but if there is an independent committee which is working for more transparency and towards increasing the size, the step in such a direction is welcome.?
 
A broadcaster requesting anonymity admitted that "TAM data has been questioned in the past and sometimes there are allegations on the authenticity of data, and such a step can ensure clean research data.?


However, he also pointed out that for the committee to be effective, ?it needs people from the industry who have knowledge and people who carry influence, rather than just bureaucrats.?


When asked for a comment, a Tam spokesperson said, ?We are currently observing this and if need be, we will come back with an appropriate response.?

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/Rubeena-Sigh-CEO-iProspect-India_hirespic.jpg?itok=8sjWWNiQ
iProspect India launches initiative to empower women

iProspect India, the digital performance agency from Dentsu Aegis Network, has announced its Women@iProspect initiative that will focus on safety, gender diversity, and leadership for its female employees. The initiative is a part of its Women@Dan programme.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/mm.jpg?itok=5I7BE3LL
Mumbai Mirror launches the 2nd leg to the city-wide campaign ‘Operation Khataara’

Mumbai Mirror, the city’s favorite daily, takes its civic campaign ‘Operation Khataara’ to the next level by launching a multimedia campaign.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/role.jpg?itok=I0e8t7go
Role Expansion for Vincy Jathanna, Ipsos Observer IndiaService Line Head

Keeping in view Vincy Jathanna’s stellar performance in growing the business of Ipsos Observer in India

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/WATConsult.jpg?itok=ls3AI8Ud
Guest Column: To win and how to win - The always good question in advertising

Advertising - the shiny shop front of marketing, is famously not a fixed entity. It moves, morphs, adapts, transfigures, gets deformed and always rests with a new face every few months.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/Abhyuday_Jindal-Ajey_Shiledar-Anil_Nair.jpg?itok=hIE2hNZx
L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group

Leading Stainless steel conglomerate, Jindal Stainless Ltd. has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch, which was won convincingly by the Publicis Groupe-owned agency for its superior...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/Olympic_Gold-Tata_Motors.jpg?itok=7PDtt9QW
Tata Motors launches elite wrestlers development program

After announcing itself as the principal sponsor of the Wrestling Foundation of India (WFI) in August, Tata Motors Commercial Vehicles Business Unit (CVBU) has further extended its support to the sport in an exemplary way by setting up the ‘Tata Motors Elite Wrestlers Development Program’. The...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/Believe.jpg?itok=Kd-jOrDg
Thrive Global India launches editorial campaign - 'Believe'

Thrive Global India recently launched its editorial campaign “Believe”, which will tell extraordinary stories of finding and nurturing belief in situations that, at the outset, appear bleak. This was kickstarted by an honest conversation between Thrive's founder and CEO Arianna Huffington and actor...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/12/ficci.jpg?itok=4K2Fvclx
Indian Foodservice industry to reach Rs 5,52,000 crore by 2022 with a 10% growth

Industry leaders of the Indian Food Service Retail sector today highlighted the upcoming golden decade of the growth in the industry driven by the changing consumer behaviours and influx of technologies within the business.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/12/PPL.jpg?itok=JQRkXGlN
SIMCA Members join PPL, for monetizing their Public Performance Rights

Members South Indian Music Companies Association (SIMCA) has entered into an agreement for monetizing its public performance rights with Phonographic Performance Limited (PPL).

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories