Sri Adhikari Brothers, which has channels Dabangg, Dhamaal and Mastiii in its stable, has joined the increasing number of channels discontinuing their subscription of TAM ratings.
“We have pulled out of TAM ratings for all three channels from this afternoon; as an industry, I don’t think everybody is seeing a lot of value in the ratings,” remarked Markand Adhikari, Managing Director, Sri Adhikari Brothers.
It has now become a game of wait and watch as to which other broadcasters will be joining the bandwagon of broadcasters discontinuing TAM ratings. While media agencies stress that TAM ratings are much needed to provide a currency, the increasing discontent of broadcasters with TAM has led to this drastic step of discontinuation of ratings.
The major concern of broadcasters is the fluctuating ratings from the LC 1 towns, and to deal with that, TAM has agreed to shift the people meters to other cities if broadcasters want that.
After MSM, NDTV and TNN, and with Network18 set to make its move, Sri Adhikari Brothers’ pulling out of TAM ratings only adds to TAM’s woes. While there may not be any extreme effects in the short term, absence of ratings in the long term could lead to drastic effects.