Tag: AAAI

Colors continues to be top gainer at no 2, Star still leads the way in wk 30

MUMBAI: After the two-week long conflict, the three bodies IBF, AAAI and ISA along with TAM came up with the consesus, last week. Hence, from now onwards the TAM TV ratings will appear in thousands, colloquially referred to as TVT (Television viewership in thousands). The TVTs are in terms of gross numbers.

In week 30, Colors continues its steady climb in the ratings ladder, securing the no 2 position, as it added 34,469 TVT , taking its score to 455,603 TVT (421,134). Third placed, Zee TV, this week is the second highest gainer as it notched up 19,047 TVT taking its score to 321,762 TVT (340,809), according to the weekly ratings provided by a TV channel. Star Plus continues to be the leader even after losing 20,328 TVT taking its tally to 473,998 TVT (494,326). Sony ranked no 4 this week when it generated 315,840 TVT (319,613) followed by Sab as it shed 10,164 TVT taking its score to 299,761 TVT (309,925). Life OK lost 5,635 TVT taking its final score to 239,981 TVT (245,616). The data collected is for viewers in the CS4+, HSM markets.

Lets take a closer look at how the shows fared this week. The numero uno Star Plus‘, Diya aur Baati Hum proved to be the star yet again, witnessing a slight growth and rated 9,133 TVT (9,121). Another prime time show, Yeh Rishta Kya Kehlata Hai decreased its reach taking its score to 6,114 TVT (6,936). Pyar Ka Dard Hai seems to lost audiences this week when it rated 5,939 TVT (6,330) and Saathiya registered 5,460 TVT (5,639). The reality show India‘s Dancing Superstars lost some of its viewership when it rated 3,673 TVT (3,916) on Saturday and 3,181 TVT (3,465) on Sunday.

Colors‘ popular celebrity dance reality show Jhalak Dikhhla Jaa attracted viewers on Saturday when it generated a 5,853 TVT (5,513) but failed to do so on Sunday when it registered 4,690 TVT (4,820). Fiction shows on Colors also seem to have caught the viewer‘s attention. Thus,Balika Vadhu witnessed a hike generating 8,018 TVT (6,175), Madhubala – Ek Ishq Ek Junoonrated 4,822 TVT (4,526) and Uttaran rated 4,126 TVT (3,987). New show Comedy Nights with Kapil definitely has attracted viewers with his comedy and also constantly getting special guests to perform along with him on the show; it generated 6,352 TVT (5,537) on Saturday and Sunday. The new entrant on the channel Mrs Pammi Pyarelal rated 1,796 TVT (1,968).

Zee TV‘s reality dance show DID Super Moms witnessed a huge hike, the reason being outstanding performances, rated 4,979 TVT (4,465) on Saturday and 4,233 TVT (4,125) on a Sunday. Its fictional offering Qubool Hai saw a rise when it rated 7,380 TVT (6,479). Sapne Suhane Ladakpan Ke though registered a slight growth taking its score to 4,472 TVT (4,232). The historical show Jodha Akbar shed to register 3,132 TVT (3,421).

Fourth placed, Sony Entertainment Television‘s long running crime series seems to be lacking viewership this week. Thus, CID rated 5,169 TVT (5,451) and Crime Petrol rated 3,906 TVT (4,270). On the other hand, Comedy Circus ke Ajoobe Mahabali Audition witnessed a hike generating 2,955 TVT (2,652). The channel‘s historical show Maharana Pratap managed to remain close to its last week‘s ratings, generating 3,302 TVT (3,369). Other fiction shows either held on to their viewership or dipped marginally during the week. Sony‘s Indian Idol Juniordipped taking its score to 4,441 TVT (4,840) on Saturday and 3,850 TVT (4,064) on Sunday.

Fifth placed, Sab‘s top chart fiction show Taarak Mehta Ka Ooltah Chashmah continues to be the channel leader with 7,724 TVT (7,786). Chidiya Ghar lost when it scored 13,691 TVT (3,885). Wah Wah Kya Baat Hai saw an improvement in its score when it rated 1,465 TVT (1,312). Other fictional shows witnessed marginal rise and fall as well.

Sixth placed, Life OK‘s top series Mahadev rated 3,074 TVT (3,530). The new fiction show Do Dil Ek Jaan scored 1,700 TVT (1,792). Savdhan India improved its score when it generated 2,523 TVT (2,236).

Sahara One rated 33,964 TVT (35,413), but it still continues to be at the bottom.

In the movie channels genre: Zee Cinema saw a hike, reporting 238,378 TVT (227,087); Star Gold rose to 203,238 TVT (198,044) and Movies OK was at 112,714 TVT (118,524). On the other hand, Max reported 215,075 TVT (215,985).

All in all, week 30 saw most of the Hindi GECs losing some and winning some, and few still maintaining its loyal audiences. How will it fare next week, let‘s wait and watch.

August 1, 2013
The coming storm?

MUMBAI: The two-week long standoff between IBF, AAAI and ISA finally ended mid-last week as the three constituents came up with a consensus. However, if one goes through it, it clearly appears that the three bodies bought in a forced peace.

Industry watchers are asking how long before something else flares up. A big question mark still hangs over the ad rate hike which is expected to be made by broadcasters following the imposition of an ad cap by the TRAI. 1 October is not so very far away. Will advertisers, agencies and broadcasters sort out any moves in this direction in a calm composed manner? Or will they get into another round of fisticuffs?

“Rate hike is a definite thing now. The more important question here is that by how much percentage it’s going to go up by. Channels, of course, can’t increase it at one go and hence, will do it in parts,” says a south Indian media planner, who didn’t wish to be named.

Even another media planner from the city feels that it is market forces which will define by how much one can charge and how much will one pay. Most agree that with the new TAM viewership metric television viewership per thousand (TVT) coming soon, the channels will try to make the best of it.

Almost everyone agrees that GECs will benefit when the ad cap comes into play. However, none of them wanted to comment on it. Whereas smaller channels were more than pleased to express what it could do for them.

Sony Max senior vice-president and business head Neeraj Vyas told indiantelevision.com last week: “It is the biggest blessing that is going to happen to the genre. One needs to understand that the biggest problem for the genre is the time spent, so our time spent was close to around 65 to 68 minutes a week and 122 to 130 minutes for the GECs. Now there are clear reasons, GECs shows you original content everyday; and out here, there are repeats all the time. So now, if ads come down, ad time comes down, a viewer tends to stick on and watch more.”

He further stated that the time is right for the movie channels to push for higher ad rates. “Traditionally, the Hindi movie channels have been sold at a a very low rate. The correction should have happened years ago, which did not happen. So probably this is the right time to make that switch. It is a survival issue for all.” (Read interview: “Bollywood is not making films suited for home viewing on TV today”)

Agreeing with him, Food Food channel promoter Sanjeev Kapoor states as a matter-of-fact that someone will have to pay for it. And broadcasters cannot afford to pay, so either the viewers will pay or the brands will. “Fortunately for us, it’s not much of a problem because we are a new channel. In a new channel the inventory consumption is not 100 per cent in the beginning, it builds over time. So we are in a process of building that. And hence, our impact may be lower than others whose inventory consumption may be 100 per cent. However, that doesn’t mean we won’t be affected at all. I think older players, where time for ads is much higher, will be impacted by about 25 per cent. So either the brands will pay or both or it will be a three way split.”

Even news channels which have filed an appeal with TDSAT regarding the ad cap feel that the only way ahead they can see is through a steep increase in ad rates. Zee News’ CEO Alok Agarwal feels that there could be a 70-100 per cent hike in the genre!

The only party which will have to shell out money from their pockets is the advertisers. But they are trying to find a silver lining in the dark cloud.

HDFC Life EVP – marketing & direct channels Sanjay Tripathy asserts, “At this moment there is a lot of speculation going on. Once the ad cap happens, we will be clear on what exactly the scenario will be. To be frank, it will be a demand and supply situation. Popular channels will quite likely get better price increments. The less popular ones will face a tough time. So just let’s wait for the right time and let’s not speculate more on this without knowing any facts.”

Godrej & Boyce Manufacturing , vice-president (sales & marketing) Kamal Nandi says, “When you say that it would be tough on the advertisers, I would say there is a flipside to it that the TV viewing experience of viewers will improve on account of and less clutter. We are internally speaking to our media partners to develop an ROI to work out the cost vs benefit. Also, because of the reduced number of ads, the possibility of our commercial connecting and being viewed by the viewer at home will be higher.”

While an industry expert feels that it is a complicated situation and keeping in mind the current economic scenario, it will be difficult to come up with a “solution” soon. “I wish it was simple. But no other country in the world has more than 650 channels that too in various languages catering to a very wide audience. Hence, all parties will have to sit and work on the economics of price, time, volume and content,” he explains.

So can one expect fireworks again? He laughs and says, “The intelligent channels have already started working out things while others are waiting and will blame it on the market or industry.”

For instance, the Sun Network announced a hike in ad rates of 19 per cent for its weekday prime time slots in late-May. Then Colors and Star India had said that it was taking up ad rates by 30 per cent and 20 per cent respectively in late May too. Colors CEO Raj Nayak last week told indiantelevision.com that advertisers had responded well to the increase in rates and the channel had managed an average uptick of between 12 and 18 per cent following the hike.

Another expert from the opposite side of the table says, “It’s a flea market. Anyone can demand whatever they like, of course, depending on the ratings. And whoever is willing to shell out that much will advertise on it or else look for another option.”

He goes on to clarify, “If by any chance there is a standoff, then I don’t expect collective action from the three associations, as prices are dictated by market forces and intervention is not something that will work.”

Knowing the hyperactive Indian Broadcasting Foundation, don’t expect it to take things lying down in case advertisers and agencies stonewall broadcasters. Will it be fireworks before Diwali?

July 26, 2013
IBF, AAAI, ISA and TAM reach consensus on TV audience measurement

MUMBAI: Advertisers, agencies and broadcasters have worked closely and diligently over the last couple of weeks with TAM and are pleased to jointly announce their agreement.

In layman terms, the media and public will now get to know television viewership in thousands, colloquially referred to as TVT. TVT captures and reflects growth in TV audiences in the country in absolute numbers. TVT will be the sole rating available in the public domain.
For internal evaluation including planning and buying, %TVR weekly and all other data will be available to advertisers and advertising agencies as in the past. Broadcasters will also have access to this information, should they so desire.

In addition an option of TVT as a four-week rolling average will be provided every week. The rolling average is statistically more stable data on viewership, especially for smaller audiences in niche channels, regional languages, English language programs and news.

The three constituents have also agreed that TAM will make all future audience measurement changes based on inputs from the joint-industry BARC Technical Committee.

Commenting on the changes IBF President Man Jit Singh said, “We are delighted to have reached this agreement. We believe it is important for the industry, and from the perspective of our social responsibility, we must reflect both the growing television audience and the data in a more stable and useful manner. We want to thank AAAI and ISA in collaborating and working out a solution acceptable to all constituents”.

“As three concerned constituents who believe in working together, we have decided to refer all future currency related changes to the BARC technical committee. I am glad we will now have an effective guide and monitor for ratings in the country”, said Hemant Bakshi, Chairman of Media Committee and Managing Committee of the Indian Society of Advertisers.

“Getting weekly TVR% is important for media planners and buyers to effectively plan and buy ad-spots and do mid-plan course corrections and post-facto analysis. We are glad that we have been able to agree that the agencies and advertisers will have access to this data as in the past. From tomorrow, we look forward to being able to focus back on our clients’ businesses and effective planning and buying for their brands”, said Arvind Sharma, President of the Advertising Agencies Association of India.

The Indian Society of Advertisers represents advertisers. The Advertising Agencies Association of India represents advertising agencies and the Indian Broadcasting Foundation represents television broadcasters. The three sector representatives have jointly agreed to take this forward.
ISA

The Indian Society of Advertisers, ISA, has been the peak national body for advertisers for 60 years and represents the interests of organisations involved in Indian advertising, marketing and media industry. It aims to protect consumers by ensuring advertising and marketing communications are conducted responsibly.
AAAI

The Advertising Agencies Association of India, AAAI, is the official national organisation of advertising agencies. It has a very large number of small, medium and large-sized agencies as its members, who together account for almost 80% of the advertising business in the country. It is recognised as the apex spokesperson for the advertising sector.
IBF

The Indian Broadcasting Foundation, IBF, represents television broadcasters. It promotes and safeguards the interests of television broadcasters in an unbiased, non-partisan and relentless manner. It represents more than 85% of the total television broadcast viewership and revenues and in this responsible position, engages in meaningful dialogue toward consensus on contentious issues involving different stakeholders and providing incisive direction.

July 26, 2013
Colors the highest gainer in week 29 TAM ratings

MUMBAI: As everyone waited for the standoff between IBF, AAAI and ISA to resolve, the channels went on to showcase their shows and advertisements. And before the issue could get a little murkier, the three bodies yesterday finally came up with a consensus. According to it, the media and public will now get to know television viewership in thousands, colloquially referred to as TVT. However till TAM updates its software, indiantelevision.com brings out the TAM ratings report provided by a TV channel, on how the channels fared in week 29 compared with week 28.

Hindi GECs seem to be on the winning side in week 29 of TAM ratings as most of them saw a rise in their GRPs. Colors was the highest gainer taking its score to 207 GRPs (187 GRPs)and ranking number two this week.

Star Plus continues to dominate the chart with a hike taking its tally to 243 GRPs (239 GRPs). Zee TV ranked number three marking its score to 158 GRPs (156 GRPs) followed by Sony with 157 GRPs (153 GRPs). Sab generated 152 GRPs (153 GRPs), while Life OK managed to remain stable scoring 121 GRPs (122 GRPs). Sahara One continued to remain in the bottom scoring 17 GRPs (16 GRPs).

Coming back to Numero uno Star Plus, Diya aur Baati Hum proved to be the star yet again, witnessing huge hike, the show rated 4.5 TVR (3.7 last week). Another prime time show, Yeh Rishta Kya Kehlata Hai increased its reach taking its score to 3.4 TVR (3.0 last week). Pyar Ka Dard Hai witnessed a huge growth when it rated 3.1 TVR (2.3 last week) and Saathiya rated 2.8 TVR (2.7 last week). The reality show India‘s Dancing Superstars maintained its viewership when it rated 1.9 TVR on Saturday and 1.7 TVR on a Sunday.

Colors popular celebrity dance reality show Jhalak Dikhhla Jaa attracted viewers on Saturday when it generated a 2.7 TVR (2.1 TVR) and 2.4 TVR on Sunday (2.5 TVR). Fiction shows on Colors also seems to catch viewer‘s attention. Thus, Balika Vadhu witnessed a growth generating 3.0 TVR (2.7 TVR), Madhubala- Ek Ishq Ek Junoon rated 2.2 TVR (2.0 TVR) andUttaran rated 2.0 TVR (1.9 TVR). New comedy show Comedy Nights with Kapil saw a slight rise 2.7 TVR (2.6 TVR) on Saturday and Sunday. The new entrant on the channel Mrs Pammi Pyarelal rated 1.0 TVR.

Zee TV‘s reality dance show DID Super Moms managed to rate 2.2 TVR (2.0 last week) on Saturday and 2.0 TVR (2.1 last week) on a Sunday. Its fictional offering Qubool Hai saw a drop when it rated 3.2 TVR (3.4 last week). Sapne Suhane Ladakpan Ke though registered a slight growth taking its score to 2.1 TVR (1.9 last week). The historical show Jodha Akbar generated 1.7 TVR (1.5 last week).

Fourth placed, Sony Entertainment Television‘s long running crime series seems to be enjoying the attention of its viewers. Thus CID witnessed a slight growth as it rated 2.7 TVR (2.5 last week) and Crime Petrol rated 2.1 TVR (1.8 last week). On the other hand, Comedy Circuske Ajoobe rated 1.3 TVR (1.5 last week). The channel‘s historical show Maharana Pratap saw an improvement generating 1.7 TVR (1.6 last week).

Other fiction shows either held on to their viewership or dipped marginally during the week. Sony‘s Indian Idol Junior (IIJ) notched up its rating taking its score to 2.4 TVR (1.7 last week) on Saturday and rated 2.0 TVR (1.9 last week) on Sunday.

Fifth placed, Sab‘s top chart fiction show Taarak Mehta Ka Ooltah Chashmah continues to be the channel leader with 3.8 TVR (3.6 TVR). Chidiya Ghar lost points when it scored 1.9 TVR (2.1 last week). Lapataganj saw a 0.1 improvement in its score when it rated 1.3 TVR (1.2 last week). Other fictional shows witnessed marginal rise and fall as well.

Sixth placed, Life OK‘s top series Mahadev rated 1.7 TVR (1.6 last week). The new fiction showDo Dil Ek Jaan maintained its stability scoring 0.8 TVR. Savdhan India generated 1.1 TVR (1.2 last week). Shapath showed some improvement when it rated 1.4 TVR (1.2 last week).

Sahara rated 17 GRPs (16 last week), but it still continues to be at the bottom.

In the movie channels genre: Zee Cinema saw a drop, reporting 112 GRPs (121 last week); Star Gold fell to 98 TVR (103 last week and Movies OK was at 58 GRPs (60 last week). On the other hand, Max reported 106 GRPs (110 last week).

All in all, week 29 saw most of the Hindi GECs losing some and winning some, but still maintaining its loyal audiences. How will it fare next week, let‘s wait and watch.

July 26, 2013
TAM clarifies on weekly/monthly ratings rollout

MUMBAI: One stakeholder to be quite delighted with the fact that advertisers, broadcasters and agencies have sorted out their differences on TV ratings is undoubtedly TAM Media Research which has been at the centre of the entire controversy. The ratings agency sent out a note late 25 July evening which has a spokesperson saying: “TAM is happy to receive a common brief from the three Industry Stakeholders (IBF, ISA and AAAI) and will work very closely with them to ensure its smooth roll out.”

The note goes on to describe how the ratings solution will work in the real world in terms of data delivery. Three software pipelines are in the process of being put in place: an official industry software called Media Xpress Platinum and another two customised/optional software options called Media Xpress Gold and Media Xpress Silver. Until these roll out, the existing Media Xpress will be provided to TAM subscribers with TVR percentage and GRPs percentage data.

The Media Xpress Platinum software has to be created afresh and is expected to be made available to all subscribers who want to download it by end August first week September. It will have all TV channels viewerships expressed as an average of four weeks data. The latter will be released every with the rolled up average of the present week’s along with the previous three week’s data. Ratings in this version will be expressed only as TVT 000’s (TV ratings in thousands) and analysis will be possible only on a day-part level. No individual/specific program level data will be available for reporting.

The Media Xpress Gold customized/optional software, which will be made available by 8 August, however, will have all TV channels reported on a weekly basis with data being released weekly. It is meant for internal analysis, says TAM, and not to be put out in the media/public domain.

The user will get access to the software only after signing an NDA with ISA-IBF-AAI jointly. This data will have ratings data expressed in TVT 000’s as well as TVR per centages. This software will have all the analysis possible at a day-part as well as individual program level, including minute to minute program and ad data. It will have also have the facility to import ad spots for media agencies/advertisers to evaluate ad plans executed.

It will be released on a customized basis for those subscribers like agencies/advertisers (and also broadcasters who have not opted out of the reporting of TVR% data presently). It will work exactly like the earlier Media Xpress with all functionalities available for the planner/buyer, says TAM

The Media Xpress Silver option is expected to be deployed by 8 August with TV channels being reported on weekly, with data expressed in TVT 000’s, being released weekly. Users will be able to use the software to do analysis at a day-part as well as individual program level, including ability to drill down to individual program’s minute data on a specific day.

It will have the facility to import the program promos for broadcasters to evaluate the program promo plans and also the ad logs. It will be released on a customized basis for those subscribers (primarily Broadcasters) who have opted out of the reporting of TVR% data.

TAM has clarified that all subscribers will be given the Media Xpress Platinum Software. To subscribe to Media Xpress Gold and Silver additionally, they will have to take the following steps, TAM sasys: (a) The subscriber will have to sign a NDA with TAM stating that the usage of Media Xpress Gold (with TVR%) customized Software is strictly for internal analysis purpose and not for any public usage of the data. (b) Incase of non-signing of the NDA, TAM will not be in a position to deliver Media Xpress Gold (with TVR%) customized software.

TAM will be notifying the same to the concerned association (IBF/AAAI/ISA) to help facilitate a resolution. (c) For subscribers who sign the NDA and violate the usage norm (displaying TVR% data in Public), TAM will be forced to stop the Media Xpress Gold (with TVR%) customized software subscription and will report it to the concerned association (IBF/AAAI/ISA) to help facilitate a resolution.

July 25, 2013
Advertisers vs broadcasters: Peace pipe smoked finally

MUMBAI: Phew! One can finally breathe a sigh of relief now that the three stakeholders – Indian Broadcasting Foundation (IBF), Advertising Agencies Association of India (AAAI) and Indian Society of Advertisers (ISA) – have come up with a consensus after almost two weeks of a standoff. Two weeks that drove everyone in the business into a tizzy whether it was the stakeholders or media or financial journos who merrily reported and misreported on the developments.

To give a background of how it all started: the announcement by seven (earlier eight) broadcasters to go for monthly ratings created a lot of chaos when top 20 advertisers said that they would pull out their ads from TV, if weekly ratings weren‘t released or referred to.

After numerous meetings and exchanges of emails, the three bodies along with TAM came up with the solution. Thanks to the core team comprising IBF president Man Jit Singh, AAAI president Arvind Sharma and chairman of Media Committee and Managing Committee of ISA Hemant Bakshi with numerous others.

From now onwards, the media and public will get to know television viewership in thousands, colloquially referred to as TVT. TVT captures and reflects growth in TV audiences in the country in absolute numbers and will be the sole rating available in the public domain.

For internal evaluation including planning and buying, percentage TVR weekly and all other data will be available to advertisers and advertising agencies as in the past. Broadcasters will also have access to this information, should they so desire.

In addition an option of TVT as a four-week rolling average will be provided every week. The rolling average is a statistically more stable data on viewership, especially for smaller audiences in niche channels, regional languages, English language programs and news.

The consensus puts everything – number, percentage, weekly and monthly ratings – on the platter for advertisers, agencies and broadcasters. So how is it any different from what existed?

Explains a highly placed industry expert, “To be frank, even today, very few advertisers, broadcasters and planners understand how ratings work. And they worked according to whatever little knowledge or understanding they had. So, through this new agreement, the biggest change is that broadcasters will get the number of people who watch their channel and will help them do commerce better.”

He goes on to elaborate with an example of a news channel which has limited audience. “Imagine if a news channel comes to know how many people watch the channel or a particular show through the four-week rolling average (as news channels have a lot of fluctuation) it will help them do sensible business. It will make the scenario robust. And remember in the case of a smaller targeted news channel or niche channel, advertisers would be more than willing to pay a premium for that audience, as it is extremely focused.”

On the consensus AAAI ’s president, Arvind Sharma says, “We (advertisers and agencies) have always accommodated what broadcasters’ wanted. We are happy with the new system. However, for us to plan, sell, to find reach etc, weekly percentage is very important and will always be.”

As per the agreement, TAM is scheduled to release the ratings for the previous three weeks tomorrow. However, for the other changes to come into effect, the ratings provider needs to update its software to be friendly to the new system.

And, as for the cancellations sent by advertisers to the seven broadcasters, a formal withdrawal letter will be sent out by advertisers to the networks over the next few days.

Another big development in the issue is that the three constituents have also agreed that TAM will make all future audience measurement changes based on inputs from the joint-industry BARC Technical Committee.

On this Sharma adds, “The more important issue here is that now we have people on board who are technically more trained and have resources to help us with challenges we faced earlier. Even in the future, if there is any standoff, we already have a mechanism to help us.”

TAM is also happy that a settlement has been reached as it was caught in the crossfire, almost like an innocent victim. “TAM is happy to receive a common brief from the three industry stakeholders (IBF, ISA and AAAI) and will work very closely with them to ensure its smooth roll out,” says the agency’s spokesperson.

“All three bodies didn’t like the way TAM gave out ratings, but now we have a common ground for all so hopefully all will be well now,” says the media expert optimistically.

However, one of the news broadcasters on the latest development says, “Nothing will solve the issue but BARC. BARC is the ultimate solution.”

July 25, 2013
AAAI’s Sharma: “Use BARC to improve TAM now”

MUMBAI: Even as the day saw a couple of more notices to unsubscribe from TAM‘s TV ratings. The Advertising Agencies Association of India (AAAI) president Arvind Sharma proffered what could be the way out of the TV ratings crisis the industry is currently grappling with.

“I understand broadcasters have shown a lot of dissatisfaction with TAM,” he said speaking to indiantelevision.com. Let us address the problems that they are having with TAM to a body which is mandated to do TV ratings in India going forward – that is the Broadcast Audience Research Council (BARC). It is an existing body with a CEO and a chairman. It has a strong technical committee and has representation from the IBF, the AAAI and the ISA.”

Sharma highlighted that three constituents – advertisers, broadcasters and agencies – should filter down the various problems broadcasters are having with TAM to three or four issues of broad priority first.

“The collective technical and business leadership of the industry under BARC will definitely find solutions. After all, BARC has developed an expertise and overview of what‘s happening in the world in terms of technology, methodology and what have you. They have gone through various requests for information. They are up to date,” Sharma said.

And what about broadcasters‘ complaints that TAM has not paid heed and addressed their problems in the past? “Any player will listen to collective direction that is given in the interest of industry and business,” pointed out Sharma.

Sharma once again reiterated that there is no question of a ratings blackout scenario becoming a reality in the industry. “We are reaching out to other BARC directors and other players,” he said. “I am optimistic that a solution is going to be found sooner before a situation of a total TV ratings blackout arises.”

Are advertisers and broadcasters going to toe the same line?

Watch this space for further developments!

June 17, 2013

“We hope to reach a mature solution on the TAM ratings issue” :MadisonWorld chairman & managing director Sam Balsara

There are two kinds of individuals out there. Those, who lead their lives on their own terms and others, who lead their lives according to the terms set by the rest of the world. And then there is Sam Balsara, who creates benchmarks for the rest through his feisty attitude!

Rated as amongst the top media professionals in the world, MadisonWorld chairman & managing director Sam Balsara is no stranger to a challenging situation. He is known to speak his mind without mincing his words. The media vet has worn many hats in various industry associations and committees over his very long career, which began at Sarabhai’s in the late sixties, early seventies and ended with him setting up Madison 25 years ago.

Here, in an exclusive interview, Balsara opens up on the heated issue of Broadcasters v/s TAM Media. Who else can give us a better perspective than the advertising genius himself. Sit back, read and enjoy his engaging responses from this free wheeling chat indiantelevision.com had with him.

Excerpts:

What is your take on Indian Broadcasting Foundation (IBF) members deciding to discontinue subscribing to TV ratings provider TAM?

It is very clear ratings are very important not just for advertisers and agencies alone, but for the whole industry which includes broadcasters who have worked so hard to built the industry to Rs 12,000 crore. If there are no ratings the confidence in TV advertising will go down.

Take a look at radio and out of home; they have no robust measurement system, hence they account for just five per cent of the media spends. Television does have a robust measurement systems and it accounts for a sizeable 45 per cent.

You don’t have to throw the baby out with the bathwater. If there is something wrong, you fix it. We have to remember that the TV ratings that come out every week are a sample not a census. At times, if it does not do justice, you don’t shut it down. The long term solution is definitely BARC…till then we have to have TAM.

But then how do you address the problems that the IBF and the government has with the ratings?

Let the IBF put out a paper on what their view is on what is wrong with the ratings methodology and what needs fixing. We can give our view on what can be done or should be. The answer is not stopping a rating system.

Why do you say that?

Stopping a ratings system would hurt the broadcast leaders in their respective individual genres, they would lose their leadership perception and this would hurt them. I think it is a very unwise decision.

Let’s say the TAM meltdown continues and you don’t have ratings, is historical data a valid barometer for buying TV advertising time?

Historical data around TV viewership is not an option and is unacceptable to the buyer. I would not work with historical data for buying. If I am buying IPL this year, why should I use last year’s data? Why should and how can I use historical data for how a serial is performing? We know that viewership habits move around.

Then what is the solution?

If there is something seriously wrong with TAM‘s data, methodology, we should sit together, highlight the problems, diagnose the imperfections and come up with answers. We need to give a patient hearing to each other as to why it’s going wrong too!

I am aware that TV ratings have been going down because of the rejig of the sample, digitisation and also LC1. But every time you go for a change in a changing environment, the findings are also going to change.

But the dropping ratings are hurting broadcasters and they are saying how is that possible when we are paying for the measurement?

That brings us to the fundamental question: should media owners pay for the ratings system? Maybe you are right! Media owners should not be involved in media measurement. But the fact is that no media owner has found fault with the ratings system when they are at No 1.

But Star India which is the leader in the GEC space is also likely to discontinue its TAM subscription…

Hmmm. The only thing I have to say is that if there is no viewership data, the TV industry is going to suffer.

Is making the advertiser/ad agency pay for the data a solution?

As far as the advertising industry is concerned, we don’t really care who pays for the data, we are concerned that we get the data. We are absolutely certain that we need the ratings.

What if broadcasters continue to refuse to accept TAM as the currency and want to do transactions for TV adverts with agencies and advertisers?

For a deal to take place, each seller has to make something available to the buyer and the latter has to see value in it to pay for it. Both parties have an objective and as long as it is met a deal happens. You see if Dove is priced at Rs 30, and you see merit in buying it you will pay for it, if you don’t, you won’t. Similarly with us, we need a measurement metric before we buy media.

The IBF seems to be pushing the agenda on various fronts. For instance, in the case of net billings it was the IBF which had its way by forcing the advertising industry to accept net billings? Will it do so even in TAM’s case?

There is no question of IBF having its way. The AAAI, ISA and the IBF found a mutually acceptable solution. Some of our full service advertising agency members wanted the 15 per cent mention to be in the bills and we got that in. It was a mature solution that met the needs of all concerned. We similarly hope to reach a mature solution on the TAM ratings situation too.

June 10, 2013

“We hope to reach a mature solution on the TAM ratings issue”

There are two kinds of individuals out there. Those, who lead their lives on their own terms and others, who lead their lives according to the terms set by the rest of the world. And then there is Sam Balsara, who creates benchmarks for the rest through his feisty attitude!

Rated as amongst the top media professionals in the world, MadisonWorld chairman & managing director Sam Balsara is no stranger to a challenging situation. He is known to speak his mind without mincing his words. The media vet has worn many hats in various industry associations and committees over his very long career, which began at Sarabhai’s in the late sixties, early seventies and ended with him setting up Madison 25 years ago.

Here, in an exclusive interview, Balsara opens up on the heated issue of Broadcasters v/s TAM Media. Who else can give us a better perspective than the advertising genius himself. Sit back, read and enjoy his engaging responses from this free wheeling chat indiantelevision.com had with him.

Excerpts:

What is your take on Indian Broadcasting Foundation (IBF) members deciding to discontinue subscribing to TV ratings provider TAM?

It is very clear ratings are very important not just for advertisers and agencies alone, but for the whole industry which includes broadcasters who have worked so hard to built the industry to Rs 12,000 crore. If there are no ratings the confidence in TV advertising will go down.

Take a look at radio and out of home; they have no robust measurement system, hence they account for just five per cent of the media spends. Television does have a robust measurement systems and it accounts for a sizeable 45 per cent.

You don’t have to throw the baby out with the bathwater. If there is something wrong, you fix it. We have to remember that the TV ratings that come out every week are a sample not a census. At times, if it does not do justice, you don’t shut it down. The long term solution is definitely BARC…till then we have to have TAM.

But then how do you address the problems that the IBF and the government has with the ratings?

Let the IBF put out a paper on what their view is on what is wrong with the ratings methodology and what needs fixing. We can give our view on what can be done or should be. The answer is not stopping a rating system.

Why do you say that?

Stopping a ratings system would hurt the broadcast leaders in their respective individual genres, they would lose their leadership perception and this would hurt them. I think it is a very unwise decision.

Let the IBF put out a paper on what their view is on what is wrong with the ratings methodology and what needs fixing. We can give our view on what can be done or should be. The answer is not stopping a rating system.

Let’s say the TAM meltdown continues and you don’t have ratings, is historical data a valid barometer for buying TV advertising time?

Historical data around TV viewership is not an option and is unacceptable to the buyer. I would not work with historical data for buying. If I am buying IPL this year, why should I use last year’s data? Why should and how can I use historical data for how a serial is performing? We know that viewership habits move around.

Then what is the solution?

If there is something seriously wrong with TAM’s data, methodology, we should sit together, highlight the problems, diagnose the imperfections and come up with answers. We need to give a patient hearing to each other as to why it’s going wrong too!

I am aware that TV ratings have been going down because of the rejig of the sample, digitisation and also LC1. But every time you go for a change in a changing environment, the findings are also going to change.

But the dropping ratings are hurting broadcasters and they are saying how is that possible when we are paying for the measurement?

That brings us to the fundamental question: should media owners pay for the ratings system? Maybe you are right! Media owners should not be involved in media measurement. But the fact is that no media owner has found fault with the ratings system when they are at No 1.

But Star India which is the leader in the GEC space is also likely to discontinue its TAM subscription…

Hmmm. The only thing I have to say is that if there is no viewership data, the TV industry is going to suffer.

Is making the advertiser/ad agency pay for the data a solution?

As far as the advertising industry is concerned, we don’t really care who pays for the data, we are concerned that we get the data. We are absolutely certain that we need the ratings.

I am aware that TV ratings have been going down because of the rejig of the sample, digitisation and also LC1. But every time you go for a change in a changing environment, the findings are also going to change.

What if broadcasters continue to refuse to accept TAM as the currency and want to do transactions for TV adverts with agencies and advertisers?

For a deal to take place, each seller has to make something available to the buyer and the latter has to see value in it to pay for it. Both parties have an objective and as long as it is met a deal happens. You see if Dove is priced at Rs 30, and you see merit in buying it you will pay for it, if you don’t, you won’t. Similarly with us, we need a measurement metric before we buy media.

The IBF seems to be pushing the agenda on various fronts. For instance, in the case of net billings it was the IBF which had its way by forcing the advertising industry to accept net billings? Will it do so even in TAM’s case?

There is no question of IBF having its way. The AAAI, ISA and the IBF found a mutually acceptable solution. Some of our full service advertising agency members wanted the 15 per cent mention to be in the bills and we got that in. It was a mature solution that met the needs of all concerned. We similarly hope to reach a mature solution on the TAM ratings situation too.

June 10, 2013
Advertisers rally around TAM; say TV ratings are imperative

MUMBAI: It finally looks like the industry is rallying around TAM Media. First, the AAAI announced its support for TAM this morning. Now it is the turn of the Indian Society of Advertisers (ISA) which represents the interests of the marketing and advertising fraternity to do so.

Bakhsi says: “Till the time we have BARC coming in, we need to continue to have TAM.”

Speaking to indiantelevision.com, the ISA chairman media committee & HUL executive director Hemant Bakhsi emphasised that it is imperative that TAM continues with its TV ratings.

He expounded: “TAM has been and is the currency which helps advertisers allocate their marketing expenditure better. While I agree that there is a need for a credible TV ratings system, we must remember that no measurement system is perfect. The industry has to work together to resolve the issues and move towards improved ratings. Till the time we have BARC coming in, we need to continue to have TAM. There cannot be a situation where we don‘t have ratings.”

He pointed out that BARC is at a very early stage. “Yes we are putting together a very robust system under BARC which will be operational by next year at the timelines we have set for it. But we need TAM until that happens,” he emphasised.

Bakshi said that he is very optimistic that the differences between IBF members and TAM – which have led to the former opting out of subscribing to its TV ratings service – will be sorted out. “Indeed things will get sorted. We will be working together to ensure they do,” he reaffirmed.

To read the official release: Click here

June 10, 2013