Broadcasters, TAM stand-off could end soon, say sources

Industry bodies have reportedly met TAM and suggested some changes in its rating pattern

The stand-off between television ratings agency TAM and broadcasters could soon end. According to highly-placed sources, many industry associations have met TAM and suggested some changes in its rating pattern.

Broadcasters want the ratings be given every month instead of every week. The logic behind this is it would lend a sense of "stability" to the industry.

"In the case of weekly ratings, in these times, there is so much change that the sales and marketing structure has started driving content rather than content driving ratings," says a television executive on condition of anonymity.

The argument is the print media also follows this for readership measurement and there is no reason why it cannot work for television as well.

The other suggestion is the industry should follow the cost per thousand model that pays emphasis on the reach of the channel, than the cost per rating point model, which emphasises the ratings.

According to insiders, these suggestion have been put to TAM and the latter is yet to get back.

The Indian Broadcasting Foundation says no resolution has been reached. The Advertising Agencies Association of India (AAAI), on the other hand, feels the ratings process should be looked into by the technical committee under the Broadcasters Audience Research Council (BARC). Arvind Sharma, president - AAAI, says: "Our view has always been that the BARC technical committee should be consulted. When we have an industry body, then it makes sense to make use of its expertise. A sectarian solution to this issue will not help." Sharma adds he had written to the BARC chairman a couple of weeks ago, saying some of the concerns raised are genuine and the BARC technical committee should be consulted.

"I personally feel that the technical committee from BARC should be asked to assess the situation and make recommendations depending on their findings. The industry can then look forward to a solution," says Ashish Bhasin of Aegis Media.