A meeting between TAM and Indian Broadcasting Foundation (IBF) is likely to take place this week to resolve the ratings impasse, an industry source has confirmed to exchange4media.
The meeting, if it materialises, might be the first initiative taken by both the bodies to settle the TAM ratings imbroglio. Of late, major Indian broadcasters have withdrawn from TAM subscriptions. The issue reached a flashpoint when advertisers and media agencies backed TAM and lashed out at broadcasters for withdrawing subscriptions. The advertising fraternity further stated that they would still be relying on TAM data for comparing viewership of channels.
Broadcasters allege that TAM’s ratings have not kept up with the changing viewership patterns in the country, primarily due to the low sample size and few people meters installed in the country. They further allege that TAM manipulates ratings and is not ready to recognise the flaws in the system and, therefore, the ratings do not represent their true viewership.
TAM, on the other hand, is firm that to increase the sample size more funding is required and that should be provided by the broadcasters. It also recommends formation of a committee to address the problems faced by the broadcasters. A chunk of TAM’s funding comes from broadcasters and it is feared that the loss of funding might hamper the sustainability of the ratings agency.
Meanwhile, some media planners in this context had mentioned that TAM ratings should be treated as sample viewership and not the actual viewership.
Neither IBF nor TAM responded to the queries made by exchange4media.