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Tag: IBF

  • NBA agrees to release of ratings data only from 9 January

    MUMBAI: News broadcasters Association (NBA) has agreed to have resumption of TAM Media Research’s viewership ratings data of all news channels from 9 January, a deferment of three weeks from the 19 December release date fixed earlier.

    However, TAM, the only ratings provider in India, is yet to hear from the industry bodies including Association of Advertising Agencies of India (AAAI), Indian Society of Advertisers (ISA) and the Indian Broadcasting Foundation (IBF).

    One of the industry body members told Indiantelevision.com that discussions are on and no final decision has been made yet.

    Earlier in the day, TAM said in a statement on its website that, “At the request of the Ministry of Information and Broadcasting and in concurrence with the ISA, AAAI and IBF, data of news channels is being withheld. From week 41 of 2012, data for news channels for all markets will be aggregated with ‘Others’.”

    Accordingly, TAM was to release the later on Friday but decided it would first want to have “quick” consent letters from individual news channels (including members of NBA) stating their agreement with their channel’s viewing being clubbed into the category of ‘others’. Others category includes lesser viewed channels like religious channels and shopping channels.

    In a later development, an official with NBA told Indiantelevision.com that the association has “agreed that TAM resume reporting of viewership data from 9 January, including for individual news channels and for the period since 7 October, no individual news channel data be reported.” NBA has a strong weightage with almost all major news networks as its members, but there are a large number of smaller news channels which are not its members.

    Indiantelevision.com has learnt that no conclusive decision seems to have been taken by the other industry bodies till the filing of this report. TAM has played it safe by asking individual news channels to give their consent.

    TAM had suspended ratings of all genres from 7 October after an agreement with AAAI, ISA and IBF. It was to release data for the nine-week period of suspension on 19 December, but was asked by the Information and Broadcasting (I&B) Ministry to not resume reporting television ratings on the prodding of NBA.

    Also Read:
    Why news broadcasters want TAM to defer ratings

    Govt pushes TAM to defer release of TV ratings data

  • Reasons for agreeing on no TAM data for nine weeks

    Reasons for agreeing on no TAM data for nine weeks

    MUMBAI: Release of television viewership ratings in India has been suspended till 19 December to provide a stabilisation period after the compulsory switchover to digital delivery of channels happens from 1 November in the four metros.

    TAM Media Research, the only television ratings service in India, will not report viewership ratings data for nine weeks ending on 8 December, following an agreement between the Indian Broadcasting Foundation (IBF), Advertising Agencies Association of India (AAAI) and Indian Society of Advertisers (ISA).

    The three industry bodies and TAM, in a joint statement on Wednesday, announced their decision to suspend release of ratings for the entire country, after two days of intense discussions. IBF and TAM had earlier agreed to suspend television viewership ratings across the country, but other stakeholders’ nod was obtained over the last two days.

    The broadcasting industry pushed hard for the suspension of ratings data as it felt that during the transition process from analogue signals to digital environment in Mumbai, Delhi, Chennai and Kolkata, there could have been discrepancies in TAM’s reporting of data, which could have had serious implications, particularly for the broadcasters, not only in terms of finance but also in terms of credibility.

    TAM data for the period of suspension from 7 October to 8 December will be cureted and validated by a panel of experts from Nielsen/Kantar, owners of TAM, and a representative each from IBF, AAAI and ISA to ensure quality, consistency and integrity of processes and data, prior to its release on 19 December, along with ratings for the week beginning 9 December.

    The statement said the deferment of release of data during the ‘switchover’ will ensure that TAM and all stakeholders have provided extended time for the on-ground situation to stabilise into a digital phase. This will help in ensuring the users take a longer-term view of data for decision-making. TAM has all its systems in place to ensure accurate data. TAM will anyway be communicating the steps it is taking in this regard to all stakeholders. All stakeholders are unanimous that consistency, quality and integrity of the data must be maintained.

    What made industry decide on no TAM data?

    Leo Burnett South Asia chairman and CEO, AAAI president and Advertising Standards Council of India (ASCI) chairman Arvind= Sharma says, “In the transition period, it is not a normal situation. How the data is projected in this period is what the IBF, AAAI and ISA are trying to figure out together. IBF for a variety of technical reasons thought that the purpose of digitisation will be best be served if the ratings are suspended throughout the country.”

    Shedding light on why ratings will not be reported across the country, an industry insider said, “This is basically to give TAM time to look at all the variations that take place in the data. One of the arguments pushed forth was that data for metros be withheld. But there will be a certain number of channels for whom the metros are significant proportion of their viewership. In that case it would be incorrect that their ratings are not represented adequately.”

    Viacom18 Media senior VP, GM English entertainment Ferzad Palia said, “Our aim is to ensure that nobody is unduly disadvantaged. We want the ratings system to be fine. Otherwise it defeats the purpose.”

    For genres like English channels, a large chunk of viewership comes from the four metros. “So it does not make sense to have data for the rest of the country and exclude the metros. An accurate representation should always be there,” said Palia.

    The roll-out of digitisation has already begun in the four metros. The analogue signals of all English movie channels was switched off on 10 October. Analogue signals of Hindi general entertainment channels (GECs) were switched off for two hours between from 2 pm on Friday, 12 October, before going ahead with the switching off of analogue signals of more genres. In a letter to multi-system operators (MSOs), IBF president and Multi Screen Media CEO Man Jit Singh said analogue signals of Hindi movie channels will be switched off in the four metros from 11 pm on 15 October, followed by English, Hindi and business news channels from 11 pm on 18 October and Hindi GECs from 11 pm on 22 October.

    The two-month suspension period will be used by TAM and the industry bodies to smoothen the transition. New Delhi Television CEO
    Vikram Chandra said, “We welcome the decision of suspension of data. We think it is a good move as the process of digitisation can roll out without the issues that could be caused by ratings in this time. We sincerely hope that this two month period will be utilised by TAM to improve the nature of their product.”

    Considering that the first attempt at digitisation in certain pockets in the metro cities failed, complete digitisation in the metros is a very important step for the government not just for the agencies or the advertisers.

    As per law, cable digitisation is mandatory from 1 November in the four metros from 1 November.

    Many in the industry are of the opinion that the suspension of data and the complications that it may cause are a short term compromise for a long term benefit. A senior official from a media agency says, “It would be very opportunistic to corner the broadcasters. It is a government policy and in a way the situation is beyond everyone’s control. It isn’t their doing. The good thing is that the entire industry has decided to come together and work this out.”

    There are also questions being asked over the decision to suspend ratings release. An official from a leading channel network asks, “What happens is we will get a distorted data, but they will be giving it after nine weeks. The point is either you don’t give the data or give it now. What is the point in giving the data after 9 weeks?”

    The suspension of TAM data comes at one of the peak times in the media business with the festival season having kicked off. So what happens to the deals and more importantly, what yard stick does one use for negotiations in this two month period?

    Zeel chief sales officer Ashish Sehgal says, “Parameter is always the past data. Post evaluation happens after data comes out. Now they will analyse it 8 weeks later. The impact will not be on buying per say but may be on planning. And as far as big properties are concerned, it is festive season and the inventories are all sold out. And for shows like Sa Re Ga Ma all the initial ratings have come. So one has an idea how it will perform.”

    Allied Media COO P M Balakrishnan said, “The entire realignment is just sinking in. The clients are beginning to try to figure out what will be a better option, whether to go off TV or use any other medium. Other mediums like print, OOH and radio will come into play, but there is no escaping from that visual and TV.Long term deals are easier to handle because there is a possibility of realignment but for short term deals there is a question mark. Everyone is still trying to understand what the best way is out.”

  • TAM to release data after 9 weeks

    TAM to release data after 9 weeks

    MUMBAI: India will have no television ratings for nine weeks till 8 December as it moves towards digitisation in the four metros of Delhi, Mumbai, Kolkata and Chennai.

    TAM, the sole ratings measurement agency in India, will stop releasing the TV viewership data for the week ended October 7, which was to be released today. The reporting will be from 9 December. This decision follows the pressure from broadcasters and advertising agencies.

    “TAM will suspend data for all India. The release of data will be nine weeks later,” a source said.

    The Indian Broadcasting Federation (IBF), Advertising Agencies Association of India and the Indian Society of Advertisers (ISA) have reached a consensus on the issue of suspension of TAM data.

    The representatives of three industry bodies have reached an agreement but have decided to first circulate among their members before making it public.

    The representatives of the three bodies met on Monday but a consensus eluded them. They did not meet on Tuesday but held discussions through different means and have more or less reached an agreement. They have decided to take one more day to iron out the creases on the matter.

    A TAM Media Research representative had attended the meeting on Monday but was not part of the discussion on Tuesday. The decision of the three industry bodies would be communicated to TAM and the television viewership rating agency would accordingly act on the decision.

    The industry bodies needed to agree on the period of suspension of reporting of TAM ratings in Mumbai, Delhi, Chennai and Kolkata after the government-mandated complete switchover to digital delivery of cable television from 1 November. The suspension has been felt necessary as there would be disruption of television services for some period after analogue signals are switched off in the four metros.

    An industry source informed indiantelevision.com, “The bodies were hoping to issue a statement today (Tuesday), but it just required a bit more alignment from all sides. Whatever be the decision, it should be communicated to the members first before making it public through the media.”

    IBF president Man Jit Singh also said, “An official statement bearing the decision taken by the industry bodies will be released to the press tomorrow (Wednesday).”

    Details of the agreement, however, could not be obtained.

    Also read:

    Digitisation: Consensus eludes broadcasters and advertisers on suspension of ratings

  • Govt pushes for adequate representation in BARC

    MUMBAI: Don‘t mistake the alternative television ratings system to be under the total control of the private broadcasters, advertising agencies and the advertisers. The government is pushing for adequate representation inside BARC (Broadcast Audience Research Council), the new entity that will lay out the television audience measurement system in India.

    BARC has been formed with the Indian Broadcasting Foundation (IBF) having a 60 per cent stake and the remaining 40 per cent being shared equally between the Advertising Agencies Association of India (AAAI) and the Indian Society of Advertisers (ISA).

    Prasar Bharati, the public broadcaster, was to benefit from the formation of BARC as the TV ratings coverage would have spread across wider geographies. Now the government also wants DAVP (Directorate of Advertising and Publicity) , which channelises all advertising spends made by the government, to have some voice.

    In a meeting on 4 September called by the government and attended by the IBF, the AAAI and the ISA members, the government has said that it wanted adequate representation. “The Information and Broadcasting ministry asked us what steps were being taken to include the Prasar Bharati and the DAVP (in BARC).They want adequate representation from Prasar Bharati and DAVP to have adequate representation in BARC to look after the Government‘s interest. We have heard the suggestions and will consider them,” AAAI president and Leo Burnett chairman and CEO of India subcontinent Arvind Sharma told Indiantelevision.com.

    The meeting was chaired by I&B ministry secretary Uday Kumar Verma.

    The three bodies were also asked to nominate an advisory committee on BARC by the end of next week .

    “The push has been to move BARC forward. The secretary has asked us (AAAI, IBF and ISA) to nominate a high powered committee whose role will be to guide and advise (on BARC) by the end of next week. We as BARC need to identify and concur on the names,” said Sharma.

    During the meeting, the secretary also referred to the Amit Mitra Committee report which suggested that statisticians, sociologists and demographers should form part of the technical committee.

  • Govt directs IBF, AAAI & ISA to submit BARC roll-out plan

    NEW DELHI/MUMBAI: The government on Tuesday directed broadcasters, advertisers and advertising agencies to submit a detailed plan for making Broadcast Audience Research Council (BARC) functional soon.

    The directive was given by the Secretary in the Information & Broadcasting Ministry Uday Kumar Verma during an hour-long meeting with Indian Broadcasting Foundation (IBF), Advertising Agencies Association of India (AAAI) and Indian Society of Advertisers (ISA) in New Delhi, convened to give a strong push for BARC.

    “The ministry instructed the constituent members of BARC to submit a time-table outlining the next steps in the roll out of BARC. But the deadline for the submission of this time table has not been given,” said Arvind Sharma, Advertising Agencies Association of India (AAAI) president and Leo Burnett chairman and CEO of India subcontinent.

    I&B Ministry officials said Verma stressed at the meeting that the matter of BARC was gaining importance in view of the New Delhi Television Ltd’s (NDTV) lawsuit in New York against television ratings by TAM Media Research. NDTV has alleged that TAM and its owners Nielsen and WPP subsidiaries Kantar and Cavendish have knowingly failed to act against corruption in TAM’s television ratings system.

    According to the scheme of things, BARC would be an apex entity for measuring television viewership ratings in India. It will appoint and monitor service providers like TAM providing on-ground services for measuring television ratings.

    The secretary also expressed dissatisfaction that the responsibility of setting up BARC was given to IBF but there has been no progress after it was registered in July 2010.

    The ministry officials said IBF president and Star India CEO Uday Shankar gave an assurance to the I&B secretary that “the three bodies have come together now and will speedily set up BARC”.

    When AAAI and ISA were asked about the status of BARC, their representatives said they had approved the articles of association of BARC and it was for IBF to take it forward now. IBF’s Shankar then informed the meeting that the document is yet to be approved by the IBF board and once it is done, IBF will get back to AAAI and ISA at the earliest, according to the officials.

    Apart from AAAI’s Sharma and IBF’s Shankar, among those who attended the meeting were IBF Treasurer and Zee Entertainment Enterprises managing director and CEO Punit Goenka, Lodestar UM CEO Shashi Sinha, Draftfcb+Ulka executive director Nagesh Alai, RK Swamy BBDO chairman and MD Sundar K Swamy and Nestle India VP communications Virat Mehta.

    AAAI’s Sharma told Indiantelevision.com that “The meeting was held with specific focus on the progress of BARC. The AAAI and the ISA informed the Secretary that the two bodies have approved and given the Articles of Association to the IBF and are waiting for a revert on the same.”

    Earlier this year, I&B Minister Ambika Soni had told parliament that BARC would be functional soon and its first ratings would be released by July 2013.

  • AAAI to meet TAM and IBF this week

    AAAI to meet TAM and IBF this week

    MUMBAI: With NDTV‘s lawsuit against television ratings provider TAM Media raising concerns among the industry affiliates, the Advertising Agencies Association of India (AAAI) and the Indian Society of Advertisers (ISA) have decided to meet with senior executives of the television ratings agency on 16 August.

    Speaking to indiantelevision.com AAAI president and Leo Burnett chairman and CEO of India subcontinent Arvind Sharma said: “In the (current) environment where all has been reported about the NDTV-TAM case, we want to understand directly from TAM what the facts are. If there are genuine reasons to be concerned, and we are not prejudging that, ww will have to discus on what action can be taken.”

    Sharma also pointed out that a meeting with the Indian Broadcasting Foundation (IBF) is planned this week. “We are also trying to get together with the IBF urgently and it hopefully happen this week to discuss the BARC issue,” he added.
    Star India CEO and IBF president Uday Shankar had earlier stated that AAAI and ISA are slowing the progress on BARC. In response, Sharma had said that the two advertising bodies were waiting for the IBF to respond to the draft document (incorporating memorandum and articles of association) sent to the IBF a while back.

    The AAAI, ISA and the IBF are stakeholders in the Broadcast Audience Research Council (BARC). While the IBF holds 60 per cent stake in BARC, AAAI and ISA equally share the remaining 40 per cent.

  • Broadcasters set to challenge Trai regulation on ads

    Broadcasters set to challenge Trai regulation on ads

    NEW DELHI/MUMBAI: Irate with the Telecom Regulatory Authority of India (Trai) for its order on restricting advertisements to 12 minutes to the clock hour, broadcasters are burning the midnight oil to work out steps they can possibly take.

    Sources say senior officials of the Indian Broadcasting Foundation (IBF), which represents the general entertainment channels, today held day-long discussions with legal experts in Mumbai and Delhi on whether the regulations which have already been notified can be challenged in Court.

    The News Broadcasters Association (NBA) representing the news channels are also working out their plan of action.

    Though neither of the two have issued any formal reaction, it is understood that both are in the process of working out their reaction to the press keeping in perspective the argument given by a Trai official that most channels would be able to make their revenue through subscriptions after digitisation and, therefore, it would not be fair to impose advertising on the consumer who is paying for the channels he sees.

    “The IBF and the NBA will soon take up with the relevant bodies the Trai regulation on ad duration on TV channels. We will share our point of views. Like there is a sunset time of three years given for digitisation in the country, sufficient time should be given to channels for capping ad time,” says TV Today Network chief executive officer Joy Chakraborthy.

    Besides the 12-minute cap per hour, Trai has said part-screen and drop-down advertisements shall not be permitted. This piece of regulation is sure to hurt news and sports broadcasters.

    Says Zee News Ltd. chief executive officer Barun Das, “We are looking into the issue and will decide on what course of action to take.”

    According to an official in the Advertising Standards Council of India, since the regulations were about timing and not content, Asci did not want to react. This was also the reason for India‘s advertising watchdog not to give any reaction when Trai had asked all stakeholders to voice their views.

    The broadcasters are likely to approach the Tdsat, industry sources say.

  • IBF, ISA and AAAI announce launch of BARC

    IBF, ISA and AAAI announce launch of BARC

    MUMBAI: The Indian Broadcasting Foundation (IBF), the Indian Society of Advertisers (ISA) and Advertising Agencies Association of India (AAAI) Wednesday formally announced the official formation of a nationwide audience research joint body, Broadcast Audience Research Council (BARC).

    Indian Broadcasting Federation (IBF) will have 60 per cent stake in the new entity, while ISA and AAAI will equally hold the balance 40 per cent.

    Originally founded in 2008, BARC was earlier to be set up as a joint venture between the IBF and the ISA on a 60:40 ratio and initial investment of Rs 300 million. However, ISA wanted AAAI also to be a part of the joint body.

    The announcement was made at the inaugural day of Ficci Frames 2012 here in presence of I&B Secretary Uday K Varma, Trai chairman Dr JS Sarma, Zee managing director and CEO Punit Goenka, Star India COO Sanjay Gupta, Times Television Network MD and CEO Sunil Lulla, Star CJ CEO Paritosh Joshi, Madison Group chairman Sam Balsara and Landmarc Leisure Corporation MD Paulomi Dhawan.

    Talking about the way forward, Joshi said BARC will be similar to what BARB (Broadcasters’ Audience Research Board) is in the UK. BARC will not conduct audience measurement directly but commission independent specialist research vendors.

    A technical committee is being set up, now that all the stakeholders are in place. The committee will identify the needs and requests for proposal will be invited.

    “We are not a research agency, and we are not going to compete with TAM. Instead, BARC is a joint body, which will evaluate all the research needs of the industry and in a commercially sensible manner,” Joshi said.

    BARC would represent all the clients and address all the issues on a single platform, he added.

    The primary objective of BARC is to conduct and commission market research using appropriate research methodologies, to provide accurate, up to date and relevant findings relating to broadcast audiences, including TV ratings.

    Earlier in the day, Goenka, during his keynote had mentioned that there is nothing wrong in the data provided by TAM, but it is inadequate.

    Joshi said that with the formation of BARC, the quality and scope of TV audience research in the country will get upgraded, the findings will be more robust and financials more transparent.

    “The major challenge will be to cover all the broadcasting modes in the research – terrestrial, cable & satellite, DTH, analogue and digital platforms, developing and new platforms,” he added.

    The Board of the council will have 10 members, six members from the IBF and two members each from the ISA and AAAI.

    BARC will engage in extensive industry consultations with stakeholders, specialist research consultants, existing & potential measurement service providers to identify the key concerns and requirements with regards to audience measurement. This may be followed by an R&D exercise to evaluate potential solutions including technologies & techniques.

    Dhawan said, “We are always looking for robust research in this rapidly changing television landscape. With time, it is going to be more challenging and you will need more insights from research. We have been working together since some time to launch BARC.”

    Added ISA chairman Bharat Patel, “ISA is extremely delighted to be a part of this joint industry body, BARC, along with the IBF and AAAI to provide continued and meaningful research.”

  • IBF, NBA react strongly to SC’s refusal to stay Bombay High Court order imposing high penalty on Times Now

    IBF, NBA react strongly to SC’s refusal to stay Bombay High Court order imposing high penalty on Times Now

    NEW DELHI: The Indian Broadcasting Foundation (IBF) and the News Broadcasters Association today reacted strongly over the impact of the recent dismissal by Supreme Court of the Special Leave Petition filed by Times Now.

    The English news channel had sought relief against a Bombay High Court order directing it to deposit Rs 200 million and furnish bank guarantee for Rs 800 million to hear an appeal in a defamation case.

    Earlier, a district court in Pune had asked the channel to cough up Rs 1 billion as damages in favour of Justice (Retd) PB Sawant for alleged defamation. The channel had published the photograph of Justice Sawant in place of another Judge whose name was phonetically similar to that of Justice Sawant in connection with the Ghaziabad Provident Fund scam. 
       
    The channel had appealed to the High Court which had said that operation of the Rs 1 billion decree will be stayed only if Times Now deposits Rs 200 million in Court and secures the remaining Rs 800 million by a bank guarantee.

    Expressing “great surprise and concern”, the IBF said “We have been informed that conditions involving quantum of damages of this kind are unheard of in the history of defamation laws and effectively cripples the media‘s right to seek redressal by way of appeal. In a legal environment where awarding of exemplary and punitive damages are rarely seen, the trial court‘s decision definitely raises serious concerns as regards the media‘s freedom of speech and expression. This case is an example of how an unintentional and inadvertent error on the part of the media can result in onerous economical burden for itself, despite a public apology being tendered by Times Now.”

    Expressing its “sadness” at the Supreme Court decision, the NBA in a separate statement expressed its approval of the views expressed recently in the media on the Justice Sawant – Times Now suit, whereby eminent members of Society, including jurists of high attainment have said that in the larger interest of the constitutional guarantee of free speech, the decision should be revisited and reconsidered.

    The IBF added that the Media plays a very important role in protecting the fundamental rights of citizens and is often termed as the Fourth Pillar of Democracy. An independent, fearless and competitive media is an essential ingredient of a true democracy. Any curb on media independence is a threat to the democratic process and must be challenged. If stipulations such as these become the norm, news channels would be targeted at every instance, thereby affecting the survival and existence of this news industry. It also would challenge the democratic environment and the citizens‘ right to seek information.

    The IBF also agreed with the recent views that have appeared in the media on this case, that such decisions should be reviewed and reconsidered. If media is compelled to pay up damages of such quantum, especially when a public apology has been issued for ‘an inadvertent error‘, it would effectively cripple the functioning of the media and an economic burden of such nature would completely jeopardize media business as it directly impacts media freedom, independence and survival, the very essentials of a democratic set up in any country.

    The NBA said “if innocent errors committed by media are visited with such dire legal consequences and if media companies are compelled to pay such disproportionately exorbitant damages despite the issuance of a public apology, it would effectively cripple the functioning of the media. Economic burden of such gargantuan amounts would completely jeopardize media businesses and will directly impact media freedom, independence and survival, which are essential for a vibrant democratic set up in any country.”

    Thereafter, to impose a condition of pre-depositing or securing such huge quantum of damages – without which the broadcaster may face imminent attachment of its assets – effectively cripples the broadcaster‘s right to even seek redressal by way of appeal.
    The NBA added that the media plays a very important role in protecting the fundamental rights of the people, including the public‘s right to know and is often termed as “the fourth pillar” of democracy. An independent, fearless and dynamic media is a critical ingredient of a true democracy. Any curb on media independence whether direct or indirect, is a serious threat to the democratic process itself and must not be countenanced. If stipulations such as these become the norm, news media will be targeted at every instance, thereby affecting the very survival and existence of the news industry as a whole.

  • Contesting a monthly ratings system for news channels

    Contesting a monthly ratings system for news channels

    MUMBAI/NEW DELHI: Television news broadcasters are pressuring for a monthly ratings system that will free their content from being weighed on a weekly basis, but advertising agencies do not seem to be in agreement.

    News Broadcasters Association (NBA), an umbrella body of TV news channels, has decided that the weekly ratings for all national news and business channels in Hindi and English should be done on a monthly basis from next month.

    The NBA board feels that this will improve news broadcasting standards as “coverage and reportage of news and programmes cannot always be linked to popularity or audience measurement”.

    India’s ratings agency TAM, however, has not yielded yet. Though in dialogue with the NBA, TAM wants consensus from the other stakeholders like the IBF, AAAI and ISA who are also users of the same central TAM database.

    Said TAM Media Research CEO LV Krishnan, “It is imperative for NBA to first discuss their proposal with other industry bodies. Only after this should one arrive at an overall industry consensus on the frequency of TAM data reporting. TAM will require written approvals from each of the member’s industry bodies on the decision taken with respect to the change in frequency of data reporting. Till the time we receive a formal overall approval from all stakeholders of the TAM database, no decisions on the change in current frequency of reporting will be taken.”

    Building a consensus will not be easy. Leo Burnett Chairman of India Sub-Continent Arvind Sharma said, “Advertising agencies will oppose such a move. To make a more informed decision, an advertiser needs transparent, frequent and current data. Moving to a monthly ratings system will not allow us to read patterns. It is not a progressive move.”

    News broadcasters argue that their content is distinct from other genres as they have a responsibility to inform and empower their viewers with quality programming and dissemination of news rather than providing content merely for garnering viewership. News broadcasting standards can only improve with time spent on strategic planning and research rather than knee jerk reactions taken on a weekly basis.

    NBA wants TAM to introduce the monthly ratings system initially for a period of two years. Regional news channels could be brought under this system on a later date.

    Speaking to Indiantelevision.com, several senior executives said on condition of anonymity that agencies look at 4-13 week data when they make advertising deals for their clients. “There is no revision in rates done after a deal is inked. So there is no reason for them to be upset,” a top official said.

    The NBA also clarified in an official statement that the initiative taken by it would not in any way hamper the decision making of advertisers and advertising agencies.

    “In the new monthly dispensation, advertisers would continue to get access to data broken down to a minute or a day-part or a specific programme in a manner similar to how data points are currently accessed in the weekly format,” it said.

    Sharma, however, disagrees. “News channels are indirectly saying that more frequent information (weekly ratings data) makes their content worse. This seems to be built on an unsound premise,” he said.

    Added Madison Media Group CEO Punitha Arumugam, “The same data getting reported on a monthly basis instead only delays the decision making process.”

    Will a monthly ratings system clean up content? “This will certainly reduce pressure on the editors,” said Pankaj Pachauri, NDTV Managing Editor – Special Projects and VP of the Broadcast Editors Association. “Editors were often constrained to make last minute changes in the fixed point charts or the content of the various news programmes on the basis of weekly TAM reports.”