Three days after some of India’s top advertisers started pulling out ad spots from TV channels, a solution to the broadcaster-advertiser stand-off seems to be in the offing.
As is known, Discovery Channel has decided to revert to weekly ratings, which it has informed in an official letter to TAM Media.
Now, in a statement issued to exchange4media, Ashish Bagga, CEO, India Today Group said, “It is imperative to have a measurement system for the TV industry. Especially so, for the broadcasters who rely on advertising income, deliveries are of immense importance. Though the current measurement system may be found wanting on a lot of counts, the broadcasters and advertisers need to patiently work together for everybody’s interest till an alternative currency takes birth. We as a group believe that everyone is free to take an independent decision and we have decided to maintain status quo on the TAM subscription and regularity of reports.”
It is reported that facing acute pressure from advertisers, agencies and industry associations such as the AAAI and ISA, various bodies are at the negotiating table to work out a mutually acceptable arrangement.
It may be recalled that meetings are going on between broadcasters and advertisers in order to solve the matter, but nothing has been finalised as yet and all the demands and queries are in the pipeline till now.
Ratings impasse solution might be in the offing as Discovery goes back to weekly data