Decision on temporary suspension of TV ratings likely today

Sources say advertising bodies are not in favour of suspension of ratings for eight weeks

The final decision on the issue of suspension of television ratings from TAM temporarily in the wake of digitisation is likely today as the four metros are gearing up to switch off 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 with different commercial interests.

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

 

The sources confirmed that even if the decision was not taken on Monday, it will be announced today, certainly.

It is learnt that broadcasters are in favour of suspending the ratings for eight weeks, and 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 the four metros for a short period.