Top Story

e4m_logo.png

Home >> Media - TV >> Article

With one more b’caster logging off, TAM calls for forming new body

11-June-2013
Font Size   16
With one more b’caster logging off, TAM calls for forming new body

With the NDTV Group too unsubscribing TAM Media data, the spat between broadcasters and the audience measurement agency seems to be escalating.

In a bid to resolve the impasse, LV Krishnan, CEO, TAM Media Research has suggested formation of a committee comprising industry experts along the lines of the committee formed by the Indian Broadcasting Foundation (IBF), Advertising Agencies Association of India (AAAI) and ISA during Phase I of the Digital Addressable System (DAS) implementation. This committee had worked with TAM for eight weeks.

Krishnan added, “The committee that was formed earlier during DAS consisted of one advertiser, one agency head and one broadcasting head, and they worked with us on different methodologies. It was a great initiative. The same could be followed for the current situation and an industry body can be formed to look after TAM’s work and can arrive at a solution.”

He further said that industry experts could decide on the members of this committee and added that “a transparent panel is good”.

Meanwhile, formation of an independent committee is finding resonance with the broadcasters as well, who feel that this could turn the game. Broadcasters feel that members from research background would be a better fit rather than media heads.

Talking to exchange4media, one of the broadcasters, on the condition of anonymity, said, “It will be a great initiative if broadcasters come up with such an option. We have earlier done this in the case of NBSA with Justice RV Raveendran as the Chairperson. Broadcasters can also appoint an analyst and a researcher on the panel for a transparent approach. This committee should directly approach TAM and we should all stand by the committee.”

Another broadcaster remarked, “People with integrity and from a neutral background will be ideal for the committee as they will put good work in place.”

It remains to be seen whether such a committee actually sees light of day, at least till BARC comes into play.

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

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...