Broadcasters-TAM deadlock over with consensus on key issues

The stand-off ends with consensus on monthly data reporting, return to CPT model buying and threshold for niche channels' data

BestMediaInfo Bureau |Delhi | June 27, 2013

Followed by a meeting held last week between AAAI, ISA, IBF and TAM, the deadlock between broadcasters and ratings agency TAM is reliably learnt to be over. According to highly placed sources, the industry bodies have reached an understanding on some important issues paving the way for broadcasters to return to TAM.

According to these sources, an understanding on three major issues of “high importance” helped break the deadlock. Even though a final decision on these issues is yet to be announced formally, it is said that TAM and broadcasters have agreed on them in principal.

First, data will be reported on a monthly basis instead of the current weekly system. The second point on which the industry bodies seemed to have agreed upon is that buying will return to CPT model from CPRP and the data will be measured in 1,000s instead of shares. However, it is not clear whether TAM will continue reporting TSV (time spent per viewer). The third issue pertains to niche channels whose data will not be reported unless they achieve a certain threshold.

Broadcasters had started withdrawing from TAM data three weeks ago. Major broadcasters like Multi Screen Media, Times Television Network, NDTV Group, Star India, TV18, Viacom18, India TV and Sri Adhikari Brothers had written to TAM Media Research that they were suspending their subscription to TAM data. The broadcasters' decision was opposed by AAAI and ISA, and this is said to be the reason why all the industry bodies came together to resolve the deadlock with TAM.

While many broadcasters are already said to be back with TAM, others are yet to withdraw their decision.

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