The chaos that the LC 1 market is in, as far as TV ratings are concerned, is coming to the fore with major broadcasters unsubscribing TAM ratings. There are several complaints about the fluctuating and inaccurate data from the LC 1 market, which is impacting the viewership figures of broadcasters.
Keeping in mind the growing voice against ratings from the LC 1 market, in an earlier interaction with exchange4media, TAM CEO LV Krishnan had said, “If there is consensus in the advertising fraternity that TAM should not measure LC 1 markets, we will acknowledge that perspective and move to whatever is ideal.”
On the reason behind going to the rural market, Krishnan said, “The LC 1 market has lower viewership than bigger markets, but the idea of expanding to those areas is to cover entire India. It was primarily to understand the behaviour of urban-rural viewers. It was to ensure understanding of the viewership.” He also pointed out that the bulk of India’s population comes from small towns.
The big problem
This is not the first time that TAM Media is under the scanner of different courts over its measurement system, but no broadcaster had unsubscribed the ratings before. For TAM Media, it is a Catch 22 situation; while on one hand, broadcasters are not keen on ratings data from smaller towns, on the other hand, the Government has been maintaining that TAM is doing injustice by not providing ratings from the rural areas.
TAM may stop LC 1 town reportage if broadcasters insist