Top Story


Home >> Media - TV >> Article

Chaos over LC1, TAM's biggest challenge

Font Size   16
Chaos over LC1, TAM's biggest challenge

The chaos that the LC 1 market is in, as far as TV ratings are concerned, is coming to the fore with major broadcasters unsubscribing TAM ratings. There are several complaints about the fluctuating and inaccurate data from the LC 1 market, which is impacting the viewership figures of broadcasters. 

Keeping in mind the growing voice against ratings from the LC 1 market, in an earlier interaction with exchange4media, TAM CEO LV Krishnan had said, “If there is consensus in the advertising fraternity that TAM should not measure LC 1 markets, we will acknowledge that perspective and move to whatever is ideal.” 

On the reason behind going to the rural market, Krishnan said, “The LC 1 market has lower viewership than bigger markets, but the idea of expanding to those areas is to cover entire India. It was primarily to understand the behaviour of urban-rural viewers. It was to ensure understanding of the viewership.” He also pointed out that the bulk of India’s population comes from small towns. 

The big problem

This is not the first time that TAM Media is under the scanner of different courts over its measurement system, but no broadcaster had unsubscribed the ratings before. For TAM Media, it is a Catch 22 situation; while on one hand, broadcasters are not keen on ratings data from smaller towns, on the other hand, the Government has been maintaining that TAM is doing injustice by not providing ratings from the rural areas. 

Also read:

TAM may stop LC 1 town reportage if broadcasters insist

Tags LV Krishnan TRP Prasar Bharati CCI LC 1

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

The shortlists in the Media, Publisher, Creative and Branded Content categories are now up on the website

According to BARC India data, English news genre grew by 2.76 per cent whereas Hindi news genre saw a 30 per cent growth during North East Assembly elections results on March 3