We all enjoy on-screen drama every now and then, but looks like there’s more action off-screen.
With several serious issues emerging in the broadcast industry, members of ISA (Indian Society of Advertisers) and AAAI (Advertising Agencies Association India) met last evening at HUL’s Mumbai office, share industry sources.
The agenda was to discuss key issues such as what should be the currency for the industry – CPT or CPRP, should data be weekly or monthly and how to minimise damage which will be done by 10+2 ad cap implementation.
In another development, a late night meeting was held between members of IBF (Indian Broadcasting Foundation) and TAM on the ratings issue, following which TAM has sent out letters to all broadcasters asking them to confirm their choice on weekly or monthly release of ratings.
Broadcasters and TAM have met earlier to resolve the ratings imbroglio after several leading broadcasters had pulled out of TAM data citing lack of transparency and the placement of people meters, as well as ratings from the LC1 markets. So far, no consensus has been reached.
As reported by exchange4media earlier, pressure from advertisers and the impending implementation of TRAI’s 10+2 ad cap from October 2013, is forcing broadcasters to end the impasse soon. A few days ago, highly placed industry sources told exchange4media that advertisers were keen on ratings and insisted that without ratings, they are not interested in putting in their monies. Some of them have even stopped the ROs for the month of July.
On the other hand, broadcasters are pressuring media agencies to increase ad rates in order to garner revenues as the 10+2 ad cap is slated to come into play in around three months’ time.