'Nine in Delhi, 12 in Mumbai decide Eng biz channels' fate'

After New Delhi Television (NDTV) and Prasar Bharati, English business news channel Bloomberg TV India is now questioning the methodology TAM Media Research uses to monitor TV viewership in the country.

The channel has raised serious concerns about TAM's measuring system and inadequate sample size. “TAM should revamp their reporting processes and practices for niche channels. The current processes are resulting in loss of reputation and advertising revenues for the channel,” Bloomberg TV said.

The channel has taken data from TAM's software Viewergraphics (VG) for all days with a target group (TG) of digital audiences--male 25 years and above of a section. As per the findings, for the whole genre, the average viewership in Mumbai is 12, while that in Delhi is nine.

Incidentally, Mumbai and Delhi account for 62 per cent English business news viewership of eight metros in the digital male 25 and above section, a key TG for advertisers.

“TAM data does not show what we (Bloomberg TV) deliver. There is a huge discrepancy between the response we get and the ratings. That’s why we did a research using TAM’s own data and tools for about 23 weeks. TAM's data may work well with the general entertainment channels but not for niche channels,” Sriram Kilambi, president of Bloomberg TV India, told Business Standard.

Decision on TV ratings
A decision on the issue of suspending television ratings from TAM is likely today as four metros — Mumbai, Delhi, Kolkata and Chennai — are gearing up to switch off the analogue signals from November 1. On Monday, representatives of Indian Broadcasting Foundation (IBF), Advertising Agencies Association of India (AAAI), Indian Society of Advertisers (ISA) and ratings agency TAM Media Research met here at ZEE's office to arrive at a consensus.

However, even after a four-hour long meeting in the evening, the industry bodies could not reach an agreement.

Sources told Business Standard that during the discussions, all positive and negative effects of suspension of the ratings were talked upon. Incidentally, these ratings allow broadcasters to demand a certain advertising rate from advertisers.

Sources confirmed that even though the decision was not taken on Monday, it would be announced today, certainly.

It is learnt that broadcasters are in favour of suspending the ratings for eight weeks. While the advertising bodies are ready for non-reporting of data, the eight-week period is what they are not agreeing on.

Earlier, the Information and Broadcasting Ministry had also suggested a temporary suspension of TAM ratings in four metros for a short period.