Top Story

e4m_logo.png

Home >> Media - TV >> Article

TAM may stop LC 1 town reportage if broadcasters insist

12-June-2013
Font Size   16
TAM may stop LC 1 town reportage if broadcasters insist

The TV ratings data from the LC 1 markets, comprising areas with population of 1 lakh or less, has been an area of contention. In fact, Prasar Bharati has gone as far as filing a petition with the Competition Commission of India (CCI) citing monopolistic exercise and incorrect illustration of data on Doordarshan’s coverage in the ratings in the rural areas.

TAM expanded to LC 1 markets in order to stretch the footprint of their data and reportage from various small towns. Broadcasters also felt that LC 1 data will provide them more ratings, but things have not turned out as expected.

Talking to exchange4media, LV Krishnan, CEO, TAM Media said, “LC 1 markets have lower viewership than bigger markets, but the idea of expanding to those areas is to cover entire India. It was primarily to understand the behaviour of urban-rural viewers. It was to ensure understanding the viewership.” He also pointed out that the bulk of India’s population comes from small towns.

When asked what would TAM do if broadcasters requested stoppage of reportage from LC 1 towns, Krishnan replied, “If there is consensus in the advertising fraternity that TAM should not measure LC 1 markets, we will acknowledge that perspective and move to whatever is ideal.”

Meanwhile, talking to exchange4media, one of the leading broadcasters remarked, “The problem is that LC 1 markets are not providing accurate data and there are lots of fluctuations in the data that we are getting.”

The broadcaster explained there is no problem with TAM expanding to the LC 1 markets, but TAM has given a lot of weightage to the LC 1 markets, which is not good as per ratings. “If the total market is 100 per cent, then 25 per cent ratings are coming from the LC 1 markets, where population is less than 1 lakh,” the broadcaster added.

He further said, “The towns that come under LC 1 are very small and face a lot of problems. The major issue is lack of electricity, which leads to less television viewership. Besides, there are many towns without proper cable connection.” All these affect the ratings, he maintained.

When asked whether the broadcasters had not foreseen such problems before the data started coming in from these areas, the broadcaster replied, “We came to know about the fluctuations after the data arrived. We think TAM should decrease the data to 5-6 per cent from 25 per cent for actual ratings.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Understanding the round-the-clock nature of change, KG Suresh, Director General, Indian Institute of Mass Communication, in a conversation with exchange4media, talked about his plans to introduce a fu...

The mall has a diverse range of media formats that includes, billboards, backlit kiosk, pillar wraps, product/promotion display spaces etc.

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow