Deliberations to suspend television ratings data on account of digitisation roll out in the four metros from November 1, 2012 continue.
Even as broadcasters are hoping for TV ratings data to be suspended, advertisers have taken a serious stand against the suggestion and there are conversations already for a possible advertising pullout from channels if TV data reporting is suspended.
To arrive at a common consensus from all industry stakeholders, TAM Media Research is meeting IBF (Indian Broadcasting Foundation), ISA (Indian Society of Advertisers) and AAAI (Advertising Agencies Association of India) on October 11, 2012.
A senior broadcast resource explained, “Given TAM’s sample size, data reporting in the four markets can lead to an inaccurate viewership figure in a digitised environment. And that would lead to further chaos. Digitisation is very important, as that is the only way to grow the industry. Many broadcasters would have to plug off their signals in non-digitised homes for digitisation to happen. And this can impact viewership. All industry stakeholders should be sensitive towards the industry’s requirement right now.”