Some of the channels operating from regions other than Mumbai seemed to have raised their doubts about the rating system long back. Raj Television Network Ltd, which owns two Tamil channels - Raj TV and Raj Digital Plus, had pointed out “the discrepancies in ratings between TAM and INTAM” in a letter written to ORG-MARG, which offers the Intam ratings, way back in December 2000. It also raised doubts about the “viewership reporting mechanism”, which according to the channel, “might not be all that flawless and above board” and the ratings “defy logic”.
In his December 1, 2000 letter, addressed to Mr Ashok Das, president, Media Research Division, ORG-Marg, Mr Rajeev Nambiar, vice president & COO, Raj Television Network had shared his company’s “version on happenings” and the “likely concoction with program TVRs” of Raj TV.
Nambiar had stated in the letter that Raj TV, in its seventh year of operation, ventured into aggressive programming strategies to consolidate its position as the second most popular channel in Tamil Nadu.
As part of this move, it launched `K Balachandarin Chinnathirai’, the flagship programme of reputed content provider Minbimbangal, as a powerful offering in the 8.00 - 8.30 P.M. prime band.
The programme was promoted very heavily on print, outdoors and by way of high visibility creative promos on the channel to strengthen the importance of the 8.00 P.M slot.
“On upgrading content, we are shocked to notice that the channel shares of Raj TV have dropped considerably from November 13 in that particular time slot. This is an issue many leading local advertisers and ad agencies find hard to comprehend,” Mr Nambiar had pointed out.