Sony may withdraw from TAM Ratings System

After NDTV and Prasar Bharti it is Multi Screen Media — owner of the Sony network of channels, looking at TAM with suspicion. It is thinking whether to renew its subscription with TAM Media Research or not. Since there is no other agency in place, channels have continued to use its data till now.

Man Jit Singh, Chief Executive Officer (CEO), MSM, told the media that since TAM is the currency of the industry they are taking a hard look at whether having no currency or a bad currency is better. A wrong currency, he said, led to wrong decisions on programming and advertising fronts. “Should we pay for the destruction of our own value? An active evaluation is on, and since we are up for renewal, there is a possibility of not participating at all.” Said Mr Singh.

Incidentally, Telecom Regulatory Authority of India (TRAI) is examining the said issues in a consultation paper on Guidelines/Accreditation Mechanism for Television Rating Agencies in India. According to the paper the TAM system included a non-transparent methodology; limited sample size; cross-holdings between rating agencies and broadcasters and advertising agencies; and the lack of a credible complaint mechanism. 

New Delhi Television (NDTV) has filed a case in a United States court, while Prasar Bharati (PB) earlier complained to the Competition Commission of India (CCI) about TAM Media Research’s “unfair trade practices”.

However, LV Krishnan, CEO, TAM Media Research does not agree and reiterates that TAM functioning is very transparent and any move by a broadcaster to withdraw would be “unfortunate”. He denied having received any communication from MSM so far.

He said TAM Media Research had, in recent months, expanded its coverage to 225 towns and over 36,000 respondents.

The issue was raised at a recent meeting of the Indian Broadcasting Foundation (IBF) with several channels expressing reservations. However no collective decision was taken.

While the complaints against TAM appear universal, channels are divided on future strategy.

After repeated criticism and pressure from the I&B Ministry, the IBF is working to create the Broadcasting Audience Research Council (BARC).

Mr. Man Jit Singh, who also happens to be the IBF president, said: “The establishment study is under way. We have issued different Request for Proposals (RFPs) for installation of metres, collection of data and analysis of data and have received interest from 48 different vendors.” He said the industry would have its own measurement system by the “first quarter of 2014”.

Source: http://cablequest.org/news/national-news/item/2587-sony-may-withdraw-from-tam-ratings-system.html
Source: http://cablequest.org/news/national-news/item/2587-sony-may-withdraw-from-tam-ratings-system.html