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/2017/05/26/subhash-chandra-800x800%20%282%29.jpg?itok=1gMwccbr
Print business demerger: Zee Media awaits National Company Law Tribunal approval

MUMBAI: Essel group company Zee Media Corp had got shareholder approval earlier this year to demerge its print media business which includes its newspaper DNA into Diligent Media Corp Ltd (DMCL) and merge two other firms - Mediavest India Pvt Ltd and Pri-Media Services Pvt into - DMCL. The...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/Arnab-Goswami.jpg?itok=9issj7zi
India Today gives its POV on Republic TV writ petition

MUMBAI: TV Today which runs a clutch of channels, including the English language news channel India Today, announced that it has withdrawn its petition in the Delhi high court against the Arnab Goswami-led Republic TV.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/MK_Anand-Times_Now.jpg?itok=I2IKHtJC
Sad that man of such stature stole Times IPs: BCCL

MUMBAI: The Delhi High Court has issued a notice to former Times Now editor Arnab Goswami (Republic TV founder and editor) for breach of employment contract and the misuse of intellectual property of Times Now. Times Now MD and CEO MK Anand said that the management had discovered the thefts only...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/Namit%20Malhotra.jpg?itok=kCFdO9_c
Prime Focus turns around

BENGALURU: Prime Focus Limited (PFL) has reported robust financial performance, including consolidated profit after tax (PAT) for the period ended 31 March 2017 (quarter – Q4-17 and current quarter, current fiscal; year FY-17 and current year) as compared to the corresponding year ago periods – Q4-...

Television TV Shows Animation
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/republic.jpg?itok=o0PjOXHF
HC rejects TV Today plea against publishing Republic TV's ratings

The high court on Thursday evening rejected TV Today's plea against Republic TV, channel sources told indiantelevision.com.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Guest-Coloum-Story.jpg?itok=a9rnMijr
GUEST COLUMN: Is The Current News Dumbing Us Down?

“Sonu Nigam Quits Twitter!!”flashed on my TV screen today morning. We obviously thought this was worthy of coverage at a national level, because the ‘breaking news’ kept playing in loop for a considerable period of time. 

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Republic-02-Story.jpg?itok=O83ztOyx
Republic TV continues to lead English News genre in week after debut

Republic TV claims to have cornered a viewership of 49 per cent for week 20 of 2017 (Saturday 13 May 2017 to Friday 19 May 2017) on its channel.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Vinit%20Thakkar.jpg?itok=aeaZjw86
Universal Music India promotes Vinit Thakkar as SVP

MUMBAI: Universal Music India has announced that Vinit Thakkar has been promoted to senior vice president, Universal Music India. Universal Music India is part of Universal Music Group, the world leader in music-based entertainment.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Poorna.jpg?itok=L8uHcmrS
Tata Elxsi VFX creates Mt. Everest's vastness for Bose’s 'Poorna'

MUMBAI: Tata Elxsi, a leading design company, has collaborated with filmmaker Rahul Bose, to provide world-class VFX for Poorna - a biographical adventure film based on Poorna Malavath, the youngest girl to climb Mount Everest at the age of 13 years 11 months.

Television Production House Post Production

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories