The Indian broadcast and media industry will face a blackout of ratings data during the transition from TAM to the new platform Broadcast Audience Research Council (BARC) in March, possibly impacting the cricket World Cup and the Indian Premier League, or IPL, right after it.
The industry is expected to use the last of TAM data at the end of February while BARC will begin rolling out data in April, said a senior executive from a media agency.
The industry associations, Indian Society of Advertisers (ISA), Association of Advertising Agencies of India (AAAI) and the Indian Broadcasting Foundation (IBF) have agreed on the switch to BARC, which will now be the new industry currency," said the executive.
A spokesman for TAM, however, said: "Our organisation has not received any official communication from anyone so far. TAM will continue to generate and report TV viewership data to the industry subscribers as usual."
BARC is the joint broadcasting industry body that was set up in 2012 with the aim of developing a new TV audience measurement system. AAAI, ISA and IBF are part of BARC.