It came as a shock to quite a few in the industry when TAM Media Research issued a statement to its subscribers that the much awaited release of the past 10 weeks of TV ratings would be delayed further. For now, the delay is said to be only by two or three days. However, industry bodies are yet to meet on the issue and take a final decision on when ratings would be released.
The decision comes after TAM Media Research received a request from the Ministry of Information & Broadcasting to delay the release of news channels data, since news channels are keen to not see any data release for some more time. Sources in the industry have said that news channels want data release to be delayed to March 2013.
The conversation had started with a request from News Broadcasters Association (NBA) to TAM Media Research last week to say that news channels data should be delayed in its release until the second phase of digitisation was completed. NBA’s letter had said that given the smooth digitisation process, Digital Addressable System (DAS) was expected to take off across 38 markets in the second phase and it would make more sense for a niche genre such as news channels data to be released then.
“At the request of the Ministry of Information and Broadcasting, Government of India, and in concurrence with Indian Broadcasting Foundation, Advertising Agencies Association of India and Indian Society of Advertisers, we are delaying the data release to Thursday/Friday,” said TAM Media Research in an official statement.
The statement further quoted, “The reason for doing so is that the Govt of India has requested us to withhold release of news channels data by two or three days. The industry is meeting with the ministry to take a decision.”
While TAM Media Research’s release of its 10 week television ratings data has been delayed from December 19, 2012 but the final release date will depend on the outcome of industry conversations on the subject.