English business news channel Bloomberg TV India has announced that it has terminated the services of TAM with immediate effect. The channel has also asked TAM to stop reporting its viewership numbers.
India TV, too, has joined the growing list of channels unsubscribing from TAM, stating that it has informed the ratings agency about its decision in writing.
Commenting on this development, Sriram Kilambi, President, Bloomberg TV India said, “There are quite a few reasons that have led to this decision. One of the key issues is that all people meters that map the viewership trends are placed in the residences of viewers, whereas the primary viewership of a business news channel like Bloomberg TV India is during working hours, that is, from the office. Furthermore, our analysis of TAM numbers indicates that the sample size of people viewing business news is too small to be insightful. Therefore, the data that is generated by TAM does not represent the facts. It is better that they do not report data at all rather than report data that is insufficient and incomplete.”
It may be recalled that in October 2012, Bloomberg TV had raised issues by highlighting the disproportionate measuring system and inadequate sample size for measurement of ratings.
Last year, on the issue of disproportionate measuring system, Kilambi had said, “There is a stark issue with the TAM data, which says that 12 people in a large city such as Mumbai are the entire sample size for the English business news genre. Similarly, there are low numbers for all other niche channels such as English entertainment, infotainment, etc.”
And now Bloomberg TV raises issues against TAM...