Contrary to speculations and various reports doing the rounds, no resolution has been arrived at with regards to the ongoing TAM-broadcasters ratings row.
According the media agency heads as well advertisers, who have been part of meetings with BARC, ISA, and AAAI during the week, a blueprint has been chalked out with a list of parameters to be discussed and resolved with a consensus at the IBF meeting slated to take place on July 19, 2013.
With business at stake for broadcasters who have opted to shift to the monthly ratings system, which resulted in leading advertisers such as Parle, Dabur, HUL and P&G pulling out their ads from these channels, a resolution has become imperative.
On the other hand, advertisers such as Parle, who have pulled out from all channels, are far from happy with the current situation. They say that having two different systems of weekly and monthly ratings is not feasible as uniform measuring tools.
While there have been talks about digital gaining from television’s momentary loss, the fact remains that television is and will remain the main medium to reach crucial masses in India, who are extremely important from advertisers’ perspective.
Hence, the industry is looking forward to a final word on the on-going imbroglio, providing the industry with a resolution, at tomorrow’s IBF meeting.