TAM: Arvind Sharma asks broadcasters to be patient as changes take time

MUMBAI: Television broadcasters need to have patience as all the stakeholders are taking steps to move to a system of audience measurement acceptable to all, said Advertising Agencies Association India (AAAI) president Arvind Sharma, while speaking exclusively to

Sharma’s counsel of patience follows outright rejection by broadcasters of the proposals forwarded by TAM Media Research to fortify its existing television ratings system.

Sharma is pinning hopes on the proposed Broadcasters Audience Research Council (BARC) becoming operational in the next few weeks. A monitoring team constituted by BARC will then make sure that TAM carries out the commitments it has made.

AAAI and Indian Society of Advertisers (ISA) had a meeting with TAM officials on 16 August during which the television ratings provider outlined a six-point action plan.

The six steps outlined by TAM include appointment of a security officer and a security agency, expansion in the number of peoplemeters in six top metros, an industry review of the research processes, independent audit of outlier homes, faster rotation of the peoplemeter homes and setting up of an internal audit team.

AAAI is hoping a meeting of AAAI, ISA and Indian Broadcasting Foundation (IBF) will happen in the next few days to finalise the modalities of setting up and making operational BARC.

Sharma said, “I completely understand the growing skepticism. It is only action and demonstration of action which will change skeptics into believers in the sense that something is happening.”

“In real terms what will happen is that we are hoping that BARC will be created within weeks and there will be a team from BARC which will monitor the progress closely,” Sharma added.

His argument is that unless the industry has the ability to monitor the progress in improving the audience measurement system, any timelines will make no sense.

Sharma said he hopes a BARC team to monitor audience measurement is put in place pretty soon.

Asked about how media agencies not present at the meeting on 16 August and those who are not a part of either AAAI or ISA can be taken into confidence, Sharma had this to say: “The Joint Industry Body (JIB) which was supposed to be guiding TAM has not been functional.”

He said the fact that TAM has specified some definite action steps was in itself a good signal. “The rest will be up to BARC to assess whether the proposed steps are adequate for the short run and make sure that they get implemented.”

About a decade ago when there were two suppliers of television ratings – INTAM and TAM, each had their own specific number of meters. The industry stakeholders at that time decided to pool in their resources instead of paying money to two agencies and make the study more robust.

The problem arose when a list of some peoplemeter homes was leaked and then allegations of manipulation of data were made. “So, if a (television) channel wanted to play mischief, it could target three or four peoplemeters homes through extra activations and that would make a huge difference", Sharma pointed out.

The JIB, when it was functioning about a decade ago, had laid down a lot of processes and rigorous rules for how the sampling would be done and had also introduced electronic checking,

validation of data, etc.

“Associations have to follow their processes. We just have to be a little patient in letting things fall into place. We are definitely moving forward. I am sure of it. The whole point of having associations is to carry members along even though the solutions may take longer to reach,” Sharma said.

His philosophical view was that people involved ultimately accept the changes even if it takes a little longer.

Also read:

TAM proposals fail to enthuse broadcasters

Latest Reads
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories