MAM

What now for TV ratings and TAM

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/01/11/hourglass.jpg?itok=HKoUvz3X

MUMBAI: When the cabinet committee on economic affairs announced that it had approved the Telecom Regulatory of India (TRAI) recommendations on TV ratings guidelines in the first week of  2014 the first question that struck everyone was - what will TAM do now?

The fracas between angry broadcasters and TAM has been brewing for  several years and finally came to its boiling point last year when seven TV networks announced that they were clicking on the TAM TV rating unsubscribe button. This put a big question mark over TAM’s very existence but it managed to get out of the corner it was in by hammering out a solution which was acceptable to most subscribers. 

As far as the current threat to TAM’s continuance is concerned, the Cabinet’s go ahead to the proposed regulatory framework has now to be notified. When that will happen no one knows, though speculation is that it could be sooner than later. However, what is sure is that TAM will have 30 days from notification date to comply with its guidelines and then seek a licence from the Ministry of Information and Broadcasting (MIB).  From all angles it looks like a pressure cooker-like situation that the TV ratings provider has landed itself in. 

Broadcasters seem to be the happiest of the lot. NDTV group CEO Vikram Chandra – whose company sued TAM in a New York court two years ago - is cock-a-hoop with delight that the government has affirmed what industry has been voicing since nearly six to seven years: that TAM and the ratings process in India needs to be spruced up.

“The introduction of firm guidelines is a positive step as everything is clear now. It shows that we should never be hesitant to change something that isn’t right,” says Chandra.

Whether TAM will manage to find the capital to ramp up its peoplemeter sample to 20,000 within a month or two is something that is concerning industry. What is also a big question mark is how the MIB will view the WPP group’s 50 per cent equity in TAM (through Kantar Media Research 20 per cent, and Cavendish Square Holdings 30 per cent), as mentioned in the NDTV suit with the supreme court in New York.

“Kantar and Cavendish will have to exit since their parent is WPP. TAM has been worrisome and everyone has realised it. So now it has just two options, either shape up or ship out,” says a senior news broadcaster from the News Broadcasters Association (NBA).

However, a source from the IBF presents another option. “We are a democratic country so the government cannot force things on anybody. TAM has the freedom to go to the court and appeal against the guidelines,” says the source.

 If TAM decides to oppose the guidelines and go to court and gets a stay order, then we might see some delays in the roll out of the guidelines. This will allow it to continue to operate until a final decision is given by the court, thus buying it some time. Additionally, the industry-backed Broadcast Audience Research Council (BARC) will also get some time to get its act together with the minimum 20,000 meters.

Media agencies and advertisers aren’t too happy with the way the cabinet has thrust the deadline on TAM.

Says a senior media professional:  “In the beginning of cable and satellite TV in India in the nineties, we had TAM and INTAM. The latter could not sustain itself and TAM continued. Then we had TAM and aMap in the mid of the previous decade. aMap too found the going tough without full industry support and folded up. The fact is TAM has started from scratch and survived so many upheavals. It is a sad situation to be destroying something that has been existing and running for so long. ”

However, she is clutching on to a thin sliver of hope that TAM and BARC could co-exist for a while until things smooth out on the ratings front. 

“The time given to follow and make all the changes as per the guidelines is impractical,” says Madison World chairman & MD Sam Balsara. “It is obvious that TAM will not be able to handle it all at such a short notice.”

The Indian Society of Advertisers (ISA) chairman Hemant Bakshi says that he is discussing the consequences of the cabinet’s clearance to the new ratings guidelines with major advertisers and other players to gauge the possible impact on their businesses.

One scenario that everyone is dreading is that TAM fails to comply with all the requirements within the time period it is given, and the courts dismiss its appeal, if it makes one. Will it then be forced to cease operations immediately and lead to a ratings-less period for the Indian television business? This is extremely alarming for all concerned.

IPG Mediabrands CEO Shashi Sinha who is also in the technical committee of BARC feels that the management of the new proposed ratings system needs to pull their socks up, and accelerate the rollout of people meters. But even then he says that “we are hoping to be on our feet and start functioning only by September/October."

That seems a long, long time away, going by how things are moving. Madison’s Balsara is quite clear on the way forward. Says he: “As an industry we need ratings, all the time! Therefore, till BARC comes up, we need an alternate. As an industry we should appeal to the ministry to relax the deadline for the implementation.”

Hence, it is imperative for all concerned - whether it is the MIB led by Manish Tewari, the government, TAM, the ISA, advertising agencies, broadcasters and BARC – to choose their next steps wisely.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/harshik-800x800.jpg?itok=EcZrcw78
'Make Love Not Scars', advocates Ogilvy

Building on the worldwide success of its #EndAcidSale campaign for Make Love Not Scars last year, Ogilvy has launched a powerful new campaign to benefit the cause of acid-attack survivors.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/abhik-800x800_0.jpg?itok=cgbiWP3H
Ogilvy to creatively project Dominar's supremacy

Ogilvy India won the prestigious business of this new brand Bajaj Auto’s Dominar 400 after a rigorous pitch process lasting over two months.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/gautam-800x800.jpg?itok=X1eVVuJA
Rentomojo hires Dentsu Webchutney digital

In its rapid path to becoming a platform where you can subscribe to furniture and appliances for a period of your choice, Rentomojo - founded by Geetansh Bamania - has signed Dentsu Webchutney to shape its digital agenda.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/rajdeepak-das-800x800.jpg?itok=3RnxG_s1
Bajaj V launches Invincible Indians; for everyday heroes

Bajaj V's initiative titled ‘Invincible Indians: Stories that Invoke Pride Everyday’ will uncover stories of ordinary Indians who, by dint of their resolve and determination, performed extraordinary acts in the service of society.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/gunjan-800x800.jpg?itok=lLrM1v_c
Taproot springs a design Myntra

Myntra, India's leading platform for mass premium fashion will be launching a multi-media campaign by the end of this week, revealed Myntra Fashion chief marketing manager Gunjan Soni.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/oppo-800x800.jpg?itok=kgIuDxG-
Oppo shines at Emerging Brand Award 2016

Chinese smart phone Oppo has won the Emerging Brand Award at World Marketing Congress Global Brand excellence awards for 2016. The brand has been associated with its successful promotion of Selfie Expert smartphones and strong connection with young consumers in 2016.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/Noomi-Mehta.jpg?itok=SAICBLC7
India's Noomi Mehta joins FEPE International board

MUMBAI: Noomi Mehta has been elected to the board of international out of home association FEPE International. He is the first representative from India’s out of home industry to sit on the FEPE board.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/MTV-uncovers.jpg?itok=PMJoFDsP
MTV uncovers #CoverBeforeLover

MUMBAI: MTV is the universe of the young and has the final word on everything related to youth. This time around too the biggest, boldest and bravest youth channel has launched a new campaign on World AIDS day with a message #CoverbeforeLover. As a nation, we are obsessed with encasing everything...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/30/brian-800x800.jpg?itok=Xh0YL_OC
GroupM's new suite [m]Platform to make media planning flexible

GroupM has launched an advanced technology suite of flexible media planning applications, data analytics and digital services titled [m]Platform. The platform will improve advertisers’ ability to use audience-defining insights from hundreds of data sources to find and communicate with their...

MAM Media and Advertising AD Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories