The list of broadcasters pulling out of TAM is growing. Sources close to the industry have confirmed that now Network18 and Viacom18, which run channels such as Colors, CNN-IBN, IBN7 and MTV are also set to unsubscribe TAM ratings.
As is known, major news channels and GECs have already pulled the plug over TAM last week.
In an earlier interaction with exchange4media, TAM CEO LV Krishnan confirmed that Multi Screen Media, Times Television Network and NDTV Group have opted out of the subscription process.
One of the major concerns of the broadcasters is fluctuating ratings from the LC 1 towns. To deal with this TAM has agreed to shift the people meters to other cities if broadcasters insist.
Meanwhile, TAM is open to ideas that will help resolve this impasse. Krishnan told exchange4media that the agency is ready to discuss the issue with various industry bodies and arrive at a solution. He also suggested that a core industry committee be formed to look after TAM’s work and suggest solutions.
On the other hand, advertisers and ad agencies are supporting TAM. Agencies stress on an early resolution to this issue and maintain that TAM should be around till BARC comes into play.
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