Television

Why NDTV chose to re-subscribe to TAM

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/05/09/NDTV.png?itok=EOi1TYZz

MUMBAI: The warring couple NDTV and TAM Media are back in bed and under the sheets together with the news network organisation re-subscribing to the TV ratings service in early April.  If readers will recollect, both NDTV and TAM have been having several rounds of fisticuffs - in court and in industry forums - about how its services are flawed and how it incorrectly depicts its viewership.

Industry professionals are raising their eyebrows questioning how this rancour was resolved? 

It may be recalled that several broadcast networks had rallied against TAM's TV ratings service in mid-2013, and some had even chosen to unsubscribe. Many of them, however, backtracked and re-subscribed, following TAM's assurance that they would heed broadcasters' requests.

NDTV, for its part, had chosen to unsubscribe to TAM data beginning 21 September 2013, holding on to its stand about the flawed nature of the TV viewership ratings.

TAM continued monitoring NDTV on a weekly and monthly basis and providing its data to subscribers - broadcasters, agencies and marketers. But a little while later the rating agency chose to stop providing detailed programming and TV commercial level data to its subscribers. So advertisers, agencies could not fathom how viewers where consuming the NDTV network's programmes or the commercials it was airing on a second by second basis, say observers close to the situation. This led them to start giving the network a go-by from media plans. And this is what hurt NDTV as advertisers and agencies started questioning if they were getting a bang for their buck for ad dollars spent on the channel. The NDTV senior management was also fearful that its ad revenues which were showing signs of weakening could be impacted further because of the lack of detailed viewing data.

Simultaneously, it was investing in relaunches, revamps of its existing channels, and in its retail ecommerce venture. Additionally, the nationwide elections were coming up in the world's largest democracy which are expected to be a revenue bonanza for most news channels.

In order to feature in media planners' plans it needed to have its detailed numbers being provided in the TAM data sent out to  subscribers. Hence, it had to per force subscribe once again to TAM's viewership ratings service.

Senior NDTV sources say that TAM manipulated and compelled it to re-subscribe by stopping doling out the detailed programming and commercial data, even as they continue to hold the view that TAM 's viewership data monitoring is flawed - along with the industry, the MIB and TRAI.

"We need TAM's ad data. TAM, in its present form has to end in due course, and BARC, the new industry standard is coming soon," says a senior NDTV executive. "In the case of NDTV the flawed TRP data is not matched by any other data which has shown us to be leaders." 

TAM representatives however say that its hand was forced as NDTV had unsubscribed and failed to renew its contract which allows it to monitor a broadcasters' content.

Clearly, a truce seems to have been called, but it appears to be one which was forced and is probably only for the short-term.

(Updated on 12 May 2014 at 3:33 pm)

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/rajat-sharma-800x800.jpg?itok=7u0-8_Cb
New NBA president Rajat Sharma to strive for healthy competition in fraternity

India TV founder and chairman Rajat Sharma has been elected as the president of News Broadcasters Association (NBA).

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/PRASAR.jpg?itok=B5an8ay6
Prasar CEO reiterates implementation of SC verdict on DD's shared sports feed retransmission

NEW DELHI: Prasar Bharati CEO Shashi Shekhar Vempati has directed all private direct-to-home and cable operators not to telecast the sporting events' live feed from Doordarshan that have originally been shared by rights-holding private broadcasters. This was conveyed through a tweet by Vempati....

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/UDAY-SHANKAR.jpg?itok=Pr4g8jcN
Star's Uday Shankar on distribution challenges, IPL, FTA vs. pay TV, innovations, Made in India content…and much more

From the thirty seventh floor room, consisting of a table for the occupant to stand and work, some thought-provoking books and a huge TV screen, apart from other knick-knacks, the city life and environs below look scenic. Rather, most of the surrounding sea-facing skyscrapers in between the  green...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/18/dsport.jpg?itok=MpWtC-AZ
Laver Cup: DSport acquires exclusive India broadcast rights

Dsport, a sports TV channel by Discovery Communications India, has acquired the exclusive India broadcast rights of the inaugural edition of Laver Cup.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/18/zeel.jpg?itok=ZKs3UIWg
Zeel closes sports broadcast business sales deal with SPN with slight alterations

The Subhash Chandra-led Zee Entertainment Enterprises Limited (Zeel) had informed the bourses on 28 February 2017 that it has closed the first phase of the transaction for the sale of its Sports broadcasting business with Sony Pictures Network India and its affiliates (SPN) on receipt of US$ 330...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/18/Vivek_Malhotra-Arnab_Goswami.jpg?itok=mY9lgf-7
Republic TV, Aaj Tak continue to lead genres as news viewership falls

BENGALURU: Republic TV recorded its lowest viewership since its launch in week 36 of 2017 (Saturday, 2 September 2017 to Friday, 8 September 2017). The channel garnered 854,000 weekly impressions, lower than the earlier low of 868,000 weekly impressions it had scored in weeks 25 and 27 of 2017...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/18/Lachlan%20Murdoch.jpg?itok=Whu9xvlL
Lachlan Murdoch opens up about Fox & Star TV’s billion-dollar EBITDA target

MUMBAI: The billion-dollar EBITDA target for Star India is not just talk. 21st Century Fox executive chairman Lachlan Murdoch stated this firmly at the Goldman Sachs  Communacopia 2017 conference mid-last week. Labeling the billion-dollar target as Fox’s second highest priority at present, while...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/16/Kamaljit_Singh_Hayre-Surjit_Singh_Tut_0.jpg?itok=5zGR63YQ
PTC to telecast World Kabaddi League from 24 Oct in India, abroad

MUMBAI: The season three of World Kabaddi League will be held from 24 October to 12 November 2017 in India. PTC Channel has been signed on as the broadcast partner to telecast Live the World Kabaddi League (Season-3) in India and also to broadcast the league around the world. Two matches will be...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/15/arnav-nba.jpg?itok=nkeAaTwW
Republic TV seeks more involvement in NBA India ahead of AGM

It has shaken up the Indian news broadcasting space within just a few months of its existence. Now, Republic TV, co-promoted by Arnab Goswami, is seeking to sweep clean the functioning of an industry body--- the News Broadcasters' Association of India or NBA, which, incidentally, is holding its...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories