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Ratings impasse: No resolution at IBF central board meeting

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Ratings impasse: No resolution at IBF central board meeting

Contrary to industry expectations, the Indian Broadcasting Foundation (IBF) central board meeting on July 19, 2013 failed to arrive at solution to the ongoing ratings imbroglio, however, industry leaders remain optimistic and expect a resolution by the middle of next week.

Meanwhile, industry sources have confirmed that Manish Tewari, Minister of Information and Broadcasting, was also present at Friday’s meeting.

Broadcasters who have been divided in opinion and not speaking in one voice with the select few in favour of monthly ratings even as others continue with weekly ratings, are left with little choice but to come together with a consensual decision.

Interestingly, there seems to be more unity among the advertisers, who have stuck to their stand for weekly ratings. Leading advertisers even initiated communication towards cancellation of ads from July 12 onwards in response to not being consulted by select broadcasters before they moved to weekly ratings.

Till this impasse is finally resolved, channels continue to run advertisements despite the cancellation orders. What the coming week unfolds, remains to be seen.

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