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.