IBDF engages TAM to revitalize Pay TV ecosystem

Sources confirmed to e4m that a meeting recently took place between IBDF members and TAM

by e4m Staff
Published: Oct 10, 2024 4:47 PM | 2 min read

In a strategic move to address the challenges in the pay TV sector, the Indian Broadcasting and Digital Foundation (IBDF) has mandated TAM Media Research to help re-energize the industry.

Sources confirmed to e4m that a meeting recently took place between IBDF members and TAM, during which a proposal aimed at revitalizing Pay TV was discussed.

The pay TV landscape has been experiencing significant changes, with viewership on the decline and a noticeable shift of advertisers moving towards digital platforms. This trend has raised serious concerns among stakeholders in the industry.

According to a source close to the developments, “With pay TV viewership declining and advertisers gravitating exclusively towards digital, there are growing apprehensions, prompting IBDF to consult TAM for a revival strategy.”

Despite the ongoing discussions and the importance of the initiative, both IBDF and TAM have refrained from commenting on the specifics of the meeting or the proposal presented.

As the media landscape continues to evolve, the collaboration between IBDF and TAM could play a crucial role in shaping the future of pay TV, potentially offering insights and strategies to adapt to the changing preferences of viewers and advertisers alike.

TAM Media Research is a media data intelligence firm monitoring AdEx and audience behaviours for TV, print, radio and digital. It is a joint venture of Nielsen’s, USA and Kantar, UK and have been doing business in India from the past 20 years.

TAM is also a member of the Market Research Society of India (MRSI) and carried out Ad and PR monitoring of 650+ TV Channels, 900+ Publications & 100+ Radio stations across 20+ Indian and International languages, 3000+ Digital Web Publishers (including OTT and In App monitoring).