ITV

Tag: IBF

  • Cabinet set to deliberate on TV ratings guidelines

    Cabinet set to deliberate on TV ratings guidelines

    MUMBAI: The Telecom Regulatory Authority of India’s (TRAI’s) recommendations are seeing movement to enable them to serve as the gold standard for television ratings. Currently with the law ministry, the file relating to TV rating guidelines is expected to be presented to the Cabinet very soon.

    The TRAI had come up with its own analysis and recommendations around how TV ratings should be done in India following  discussions with the various stakeholders in September 2013; with the Union Cabinet expected to deliberate and give it sanction soon it could well be en route to become law.

     “The recommendations are fair and are neither pro nor against any measuring body. However, it is very clear that it will be passed by the cabinet,” says the highly placed source from the Indian Broadcasting Foundation (IBF).

    As reported by indiantelevison.com in September, the regulatory body had sent out the recommendations on what should serve as guidelines to put in place a transparent, credible and reliable television ratings process in the country.  

    Amongst the recommendations is that any agency wanting to offer TV viewership monitoring or rating services has to perforce get itself registered with the ministry of Information & Broadcasting (MIB) if it fulfills the following guidelines: “The rating agency shall be set up and registered as a company under the Companies Act, 1956; any member of the board of directors of the television rating agency should not be in the business of broadcasting/ advertising/advertising agency; the rating agency should have a minimum net worth of Rs 20 crore; the rating agency should also meet the prescribed cross-holdings requirements.”

    TRAI had also stated that to keep the ratings process credible, there should be a minimum of 20,000 panel homes which have to be set up within six months of the guidelines being implemented. Thereafter the number of panel homes has to be increased by 10,000 every year until it reaches 50,000.

    To meet and fulfill the last criteria, TAM, the current measuring body, will have to invest a large sum of moolah ( Rs 100 crore plus) every year. This could well be a major challenge for it, if sources are to be believed. For the Indian broadcast industry, has pretty much been chary of funding any of its expansion plans, in the past.

    “Its very existence will be under tremendous threat over the next year or so,” says a media observer. “If it manages to raise the money despite all the cross media equity holding restrictions, then it should be all right. But it will have to contend with BARC which will be getting the industry’s support and should start by mid to late next year.  I would not like to be in TAM’s shoes.”

    However, the source adds that most stakeholders involved in it hope that TAM will be able to participate in the working of BARC as well.

    Another industry source comments, “We don’t care about what happens to TAM. The industry has opted for a new measuring system, then why should we think about TAM’s fate?”

    Watever be the case, one thing is clear BARC is no more suffering teething problems and will sooner than later  bring about a paradigm shift in the audience measuring game in India. And as far as TAM goes, it needs come up to scratch and follow the TRAI guidelines.

    The ratings race may have only just begun.

  • More regional TV channels join the petition in TDSAT against the TRAI adcap

    More regional TV channels join the petition in TDSAT against the TRAI adcap

    NEW DELHI: Some more channels today joined the large number of news and general entertainment channels whose matters challenging the issues relating to the adcap sought to be implemented by the Telecom Regulatory Authority of India (TRAI) will be heard by the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) on 31 October.

     

    Member Kuldeep Singh of TDSAT tagged along with the other cases those by Eenadu group of Andhra Pradesh and the Sarthak Entertainment group of Odisha.

     

    While TDSAT had on 1 October listed all matters to come up on 21 October, it had deferred this date to 31 October following a mention by News Broadcasters Association (NBA) who had earlier been given the date of 11 November for hearing the petition challenging the constitutional mandate of TRAI in the matter of adcap.

     

    TDSAT had earlier accepted an assurance by TRAI not to take any coercive action against the channels.

     

    Counsel for TRAI Saket Singh had told TDSAT in an earlier hearing that an anomalous situation had been created with some channels having accepted the adcap with effect from today, 1 October. It was therefore requested that the matter be resolved once for all.

     

    The Tribunal had earlier said that while the channels will maintain weekly records of the advertising time per hour on a weekly basis, they will not be required to submit this to the regulator. Unlike the current practice, the records will only be submitted to TDSAT at the time of the hearing of the case.

     

    At that time, Counsel A J Bhambani for the NBA had said that a delegation of the Indian Broadcasting Foundation (IBF) had submitted a formula to the regulator but that did not preclude the broadcasters from challenging the validity of the regulations.

    He also said that this was only a compromise reached between the broadcasters and the regulator and could not form the basis of penal action since it was not a regulation or legal provision.

  • A fractured ad cap mandate dawns

    A fractured ad cap mandate dawns

    MUMBAI:  Who ever thought a cap could generate such a lot of brouhaha? The TRAI’s ad cap, which comes into effect from 1 October, has fractured the industry. The Indian Broadcasting Foundation (IBF) and most of its members have taken a decision to follow the TRAI’s mandate on limiting air time per hour to 12 minutes to ensure good quality of service and viewing experience to Indian TV viewers.

    Zee TV, Colors and Star Plus, according to company executives, have decided to follow TRAI’s diktaat. But the breakaway is Sony Entertainment Television that says it will continue booking commercials as before, beyond the 12 minute limit. That is a bold stance by its CEO Man Jit Singh if there was any, and it has totally confused one and all.

    Star India, sources say is insisting on implementing its ad rate hike following its adhering to the air time restrictions, something which advertisers such as Levers, Reckitt Benckeiser, among others have been resisting. In fact, the Indian Society of Advertisers has accused the broadcasters of being in breach of contract.

    Broadcasters have in turn stated that they are only following and complying with TRAI’s mandate. “The situation is quite confrontationist,” says a media veteran.

    Zee TV on its part has stated that it will adhere to TRAI’s order but has been relatively flexible on its ad rate revision, if one goes by unconfirmed reports.

    What has probably prompted Man Jit to take his decision is the fact that both the News Broadcasters Association (NBA) and a bunch of music channels have got reprieves on toeing the ad cap line from the TDSAT.  While the NBA got a stay against the TRAI order in August allowing them to continue operating status quo till the next hearing on 11 November, the music channels too got relief when the appellate tribunal gave them the same leeway till the next hearing on 21 October. The Sun Network too filed a petition with the TDSAT last week, the outcome of which is awaited, at the time of writing.

    “Sony Entertainment Television has done its legal homework and believes that whatever decisions have been taken against the TRAI ad cap is extendible to all channels and genres. It has also got some strong properties like KBC for which it has signed deals. Additionally, the Star and Zee group have enough inventory available to sell to advertisers, thanks to the number of strong existing and new channels in their portfolios,” says a media observer.

    “We are waiting for the outcome of the hearings on 21 October and 11 November before acting on the ad cap mandate,” says Sony Entertainment president Rohit Gupta.

    Advertising Agencies Association of India president Arvind Sharma believes that the parachute which was provided to news and music channels by TDSAT is applicable to the entire broadcast sector. Says he: “The TDSAT has said that ad cap cannot be implemented and no action will be taken against anyone. AAAI fully supports it.”

    However, a highly placed source at the IBF confirmed that the law will kick in from tomorrow and how it will play out is for everyone to guess. “There is no doubt that confusion still prevails,” he says.

    Some such as Discovery Networks have not been impacted by the ad cap at all. Says senior vice-president & GM south Asia and head of revenue, pan regional ad sales and south east Asia Rahul Johri,  “We telecast international programming with varying lengths and varying break patterns, and we have always followed the 12 minutes advertising cap. So this does not change anything for us.”

    Some speciality channels such as FoodFood have decided to walk the 12 minute ad line as the threat of criminal charges for violators is proving a major deterrent, says a source.

    An IBF member gives a perspective on the ad cap clap trap. Says he “There are two scenarios: IBF members comply with TRAI’s order. Then let’s say the TDSAT quashes the rights of TRAI on this issue on 21 October or 11 November. The ruling will be valid for everyone and every broadcaster (even those who have decided to comply with 12 minute ad cap) can go back to the old system.   In the second scenario, news and music channels lose the case in TDSAT. They can approach the Supreme Court for succor. Then let’s say the Supreme Court puts a stay on the ad cap, then it will be back to as the world was operating before this ad cap announcement by TRAI.”

    Apparently, it seems that we have not heard the last of it as yet!

  • Man Jit Singh re-elected IBF president

    Man Jit Singh re-elected IBF president

    MUMBAI: The 14 annual general meeting (AGM) of the IBF took place late yesterday in Mumbai, proceeding which multi screen media (MSM) CEO Man Jit Singh was re-elected as the president of the foundation for the year 2013-14.

    Discovery Networks Sr VP and GM south Asia Rahul Johri has been elevated as the new vice-president along with existing vice-presidents Zeel MD and CEO Punit Goenka as well as India TV chairman and editor in chief Rajat Sharma. Times Television Network (TTN) CEO Sunil Lulla is the new IBF treasurer.

    On his re-appointment Singh said “I am delighted that my industry colleagues continue to have faith in me to guide the IBF. The last year has been very eventful for our industry with digitisation phases I and II, considerable progress on a new measurement system under BARC, and a shift from TRPs to TVTs. Substantial challenges continue in the current year. We need to build on the success of content regulation, continue the process of digitisation and work collaboratively with the broader industry.”

     

  • TDSAT stays TRAIs action against ad cap

    TDSAT stays TRAIs action against ad cap

    NEW DELHI: The Telecom Regulatory Authority of India (TRAI) has been left toothless by the Telecom Disputes Settlement and Appellate Tribunal (TDSAT). In an order passed today, the regulator has been forbidden from taking any ‘coercive action’ against news channels for not abiding by the agreement relating to ad cap.

    The petition filed by the News Broadcasters Association (NBA) challenges the constitutional validity of the regulations of TRAI enforcing the ad cap. The petition has been listed for a hearing on 11 November and will be presided by TDSAT chairman Justice Aftab Alam and member Kuldip Singh.

    The tribunal added that while the news channels will maintain weekly records of the advertising time per hour on a weekly basis, they will not be required to submit this to the regulator. Unlike the current practice, the records will only be submitted to TDSAT at the time of the hearing of the case.

    Counsel A J Bhambani for the NBA said that a delegation of the Indian Broadcasting Foundation (IBF) had submitted a formula to the regulator but that did not preclude the broadcasters from challenging the validity of the regulations.

    He also said that this was only a compromise reached between the broadcasters and the regulator and could not form the basis of penal action since it was not a regulation or legal provision.

    Speaking after TRAI Counsel Saket Singh had presented his arguments, Bhambani said there were many members who were common to both the IBF and the NBA, and therefore the IBF had submitted a ‘proposal’ on 29 May 2013, which the TRAI accepted. But this could not be construed as a regulation.

    But TRAI had begun prosecutions on the basis of this proposal and not on the basis of any law, he stressed.  He said that TRAI had in fact submitted on 11 June before TDSAT that no action would be taken.

    Even otherwise, he said that TRAI was only empowered by its own act to make ‘recommendations’ on issues like advertisements and not bring about or enforce regulations and resort to prosecution.

    When Singh sought to interrupt to say that 20 of the 24 members of NBA were following the formula, Bhambani pointed out that one news channel had recently been forced to retrench a large number of staff.

    Earlier, Singh stressed that the proposal submitted by IBF had been worked out by a group that had the NBA president as one of its members.

    He also stressed that action had been taken only against those broadcasters who had violated the agreed formula more than 20 times.

    He said the proposal had made it clear that with effect from 29 May, the ad time per hour would not be more than 30 minutes. From 1 July, this would be reduced to 20 minutes per hour while GECs will cut this down to 16 minutes. This will be in force until 30 September, following which the 12-minute rule will be enforced from 1 October. TRAI had agreed as it felt this was the best way forward, Singh added.

    However, Justice Alam said that the proposal could be treated as a law and acted upon for prosecution of television channels. Furthermore, it could not preclude the channels from challenging the constitutional validity of the regulations.

    Referring to a point made by Singh, Justice Alam also said it would be unfair to ask for commitments from the channels when they were challenging the validity of the law and TRAI’s status quo in the matter. “This is arm-twisting,” he observed.

    When Singh sought to stress that the channels were violating their own agreement, Justice Alam said “We feel we will test the constitutional validity of your order.”

    He added that TDSAT felt that before taking any action against the channels, TRAI would have either informed the tribunal or at least given a warning to the channels.

    Referring to Singh stressing that the GECs were abiding by the agreement, Justice Alam said there was need to draw a line between news channels and GECs.

    Singh also proposed that TRAI would withdraw the complaints if the channels gave an undertaking before the tribunal about adherence.

    Meanwhile, in its order yesterday on a mention by the NBA counsel, TDSAT said, “Even while the appeals are pending, 14 complaints have been filed by the TRAI against different broadcasters for violation of the standards of quality service (Duration of Advertisements in Television Channels) (Amendment) Regulations 2013 that came into force on 22 March 2013.”

    TDSAT further noted that Singh had admitted that “Not only the complaints have been filed but as a matter of fact, cognizance was taken in those complaints at 2 p.m. today.”

    TDSAT had listed the matter for today and observed, “In view of the fact that the validity of the regulation is under consideration before the tribunal and having regard to the manner in which the matter has been proceeding, we are somewhat surprised at the sudden and drastic action taken by the TRAI.”

    “When we expressed our displeasure over the way the matter has been sought to be precipitated, Singh requested that the matter be taken up tomorrow at 2:30 p.m. so that he may get proper instructions in the matter.  We suggest that Singh should get instructions as to whether the TRAI is willing to withdraw the complaints filed during the pendency of the appeals before the tribunal or at least till an interim order is passed on the issue after hearing both sides.”

    When the law was invoked by the authority in May 2012, it was disputed by television broadcasters which had also challenged the jurisdiction of TRAI in this regard before TDSAT.

    With the news channels having obtained a stay from the TDSAT against any coercive action by TRAI, it remains to be seen how the IBF representing GECs will react and whether it will move TDSAT or any other court for similar stay.

  • Stakeholders have until next week for TRAI consultation paper

    Stakeholders have until next week for TRAI consultation paper

    MUMBAI: It was early this month that the Telecom Regulatory Authority of India (TRAI) sent out a consultation paper which if implemented will reduce the aggregators’ importance in a digitised cable TV environment. The stakeholders: broadcasters, aggregators and MSOs, who had been asked to file their responses today, have now been granted an extension till 3 September.

    Confirming the extension, IBF secretary general Shailesh Shah says, “All our members thought that there should be a foolproof plan before going any forward. So we suggested TRAI to extend the date to have thoughtful and insightful responses.”

    The aggregators who are still working on the responses will be sending out the response first through an email. Subsequently, an Open House Discussion (OHD) on the issues dealt with in the consultation paper, will be held at Delhi on12 September. The date, time and venue for the same will be intimated separately.

    The aggregators have welcomed the extension. “We had more or less completed the responses, but the extension will only give us more time to prepare ourselves better,” says The One Alliance president Rajesh Kaul.

    The consultation paper issued on 6 August attempts to regulate the distribution of television channels from broadcaster to platform operators and discipline the distributors (aggregators). The paper involves amendments to the Tariff and Interconnection orders, and Register of Interconnect Regulations.

    The essence of the paper was to clip the immense clout that the four main aggregators MediaPro Enterprises (distributes 75 channels), IndiaCast UTV Media Distribution (distributes 35 channels), Sun Distribution Services and MSM Discovery (distributing 30 channels each) have on the TV ecosystem in India.

    The aggregators who feel that the regulator has been mislead by the MSOs have got one more week to present their case better. Though, IBF stresses on 3 September deadline being the final date with no further extensions, we wonder if this common norm will see another extension.

  • Two Big CBS channels face penalty by BCCC for violation of programme code

    Two Big CBS channels face penalty by BCCC for violation of programme code

    NEW DELHI: Two separate channels of the Big CBS bouquet have been levied financial penalties by the Broadcast Content Complaints Council (BCCC) for “transgression of programming codes and ethics”.

     

    The action was taken against Big CBS Love and Big CBS Spark following a complaint by the Information and Broadcasting Ministry.

     

    The industry regulator headed by former Delhi High Court Chief Justice A.P. Shah said the rap song ‘No lie’ by rappers Drake and No Change on Big CBS Spark contains ‘highly inappropriate language and are grossly offensive to good taste and decency.’

     

    After issuing a show-cause notice and hearing the channel, the BCCC decided to impose a financial penalty of Rs 2,50,000 on the Channel. The Channel had been directed to deposit the amount of financial penalty with the Indian Broadcasting Foundation (IBF) on or before 15 September.

     

    The Council also directed the channel to run an apology scroll in English, in large and legible bold fonts at normal speed, every two hours over a period of three days from 12 p.m. on 25 August 2013 to 10 a.m. on Wednesday 28 August 2003. The scroll will read: “In compliance with BCCC’s Order passed on 14 August 2013, Big CBS Spark apologises for the telecast of rap song ‘No Lie’ by rappers No Chainz and Drake on 2 May 2013. This programme was found to be in violation of Indian Broadcasting Foundation’s (IBF) Self-Regulatory Guidelines.”

     

    The song had been telecast on 2 May this year and the channel was issued a show cause notice and heard on 10 July and 12 August. BCCC found the defence of the channel about it being a niche channel or restructuring its Standards and Practices Department were untenable.

     

    The Council found that the programme in question is violating Clauses (a), (d) and (k) of the ‘Programme Code’. In addition to this, the programmes are also violating Guidelines 1 and 2 of ‘Theme 2: Sex, Obscenity and Nudity’ of the IBF Self-Regulatory Guidelines. Furthermore, the Programme is also violating Clause a) of Category ‘G’ Programmes for unrestricted viewing and/or under parental guidance as well as Clause a) of Category ‘R’ Programmes.

     

    In the complaint relating to Big CBS Love, the BCCC considered a series of complaints against Big CBS Love Channel for its three Programmes ‘Sex and the City’ (7, 9, 10, 11, 17, 21, 23 & 29 April 2013), ‘America’s Next Top Model’ (20 March 2013) and ‘Britain’s Next Top Model’ (15 April 2013).

     

    The BCCC after hearing the channel in reply to the show cause notice decided to impose a consolidated financial penalty of Rs 10,00,000. The Channel was directed to deposit the mount of Financial Penalty with the Indian Broadcasting Foundation on or before 15 September 2013.

     

    The Council also directed the channel to run an Apology Scroll, in English, in large and legible bold fonts at normal speed, every Two hours, over a period of seven days, from 12 Noon on 24 August 2013 to 10 AM on 31 August 2013. The scroll will read:

     

    “In compliance with BCCC’s Order passed on 14 August 2013, Big CBS Love apologizes for the telecast of its Programmes ‘Sex and the City’, ‘America’s Next Top Model’ and ‘Britain’s Next Top Model’ in March-April 2013. These programmes were found to be in violation of Indian Broadcasting Foundation’s (IBF) Self-Regulatory Guidelines.”

     

    The Council found that the shows in question are violative of Clauses (a), (d) and (k) of the ‘Programme Code’. In addition to this, the shows are also violative of ‘Theme 2: Sex, Obscenity and Nudity’ of IBF’s Self-Regulatory Guidelines. Furthermore, the shows are also violative of Clauses a) to e) of Category ‘G’ Programmes for unrestricted viewing and/or under parental guidance as well as Clauses a) to e) of Category ‘R’ Programmes. Repeated complaints have been received about the gross contents of these shows in the past.

     

    It was brought to the Council’s notice that on 19 July 2013, the IBF Board of Directors has conferred powers on BCCC to levy Financial Penalty on a Channel, subject to a maximum of Rs 30 lakh.

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

    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.

  • The coming storm?

    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?

  • IBF, AAAI, ISA and TAM reach consensus on TV audience measurement

    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.