ITV

Tag: TAM

  • 7 broadcast networks have 72 hours to revert to weekly TV ratings

    7 broadcast networks have 72 hours to revert to weekly TV ratings

    MUMBAI: Seven broadcast networks which have told TAM to shift to monthly reporting of TV ratings of their channels have been given 72 hours to revert to weekly reporting, after which all advertising release orders (ROs) for spot bookings will stand cancelled. This is contrary to reports that advertisers have already sent RO cancellations effective last evening.

     

    The CEO of a channel told Indiantelevision.com that his network has received emails pertaining to large advertisers like Levers, Procter & Gamble, Loreal, Dabur, ITC, Britannia, Marico and Godrej. “But I don’t expect any cancellations between today and Monday. The action will begin on Tuesday.”

     

    Agrees Group M south Asia CEO C.V. L Srinivas: “Notices have been sent out across the board from our clients as of yesterday evening. Advertisers are quite clear: they are not going to carry spots on channels for which there is no data.”

     

    Almost 102 channels come under these networks and this figure has gone up to 105 with Discovery Networks also writing to TAM wanting to be reported on a monthly basis.

  • The TAM story continued…

    The TAM story continued…

    It has clearly broadcast its intent: the Rs 37,000 crore Indian TV broadcasting industry wants change in the way TV viewership is monitored in India. Though a lot of noise has been made about the quality of and what was wrong with the ratings, followed by broadcasters‘ cancellation notices to TAM Media Research‘s service, nothing specific was forthcoming from them on what those changes should be. This was followed by a period when speculation was that TAM‘s ratings would be blacked out for a while until it corrected itself and satisfied broadcasters.

     

    But despite denials from the Indian Broadcasting Foundation (IBF) very senior management sources in television channels have toldindiantelevision.com that the cancellation notices by the broadcasters stand cancelled. I guess one shouldn‘t be surprised. Long after some broadcasters unsubscribed, they continued to claim their No 1 position. How? As per ratings, of course.

     

    Confirming this is the CEO of a TV channel: “Most of the broadcasters who sent in their subscription cancellation letters to TAM have withdrawn them. Nobody will come on record; the IBF will say no it has not happened, but the cancellations stand cancelled. All the channels who say they have unsubscribed have been circulating ratings internally and to their producers. So who says that they have cancelled their subscriptions to TAM?”

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    Most of the broadcasters who sent in their subscription cancellation letters to TAM have withdrawn them. Nobody will come on record; the IBF will say no it has not happened, but the cancellations stand cancelled. 
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    But to be fair, the broadcasters did write to TAM withdrawing their subscriptions, but they did not ‘enforce‘ those letters. TAM continued to give out ratings and the industry continued to download them. Besides, one-third of the broadcasting industry unsubscribing was not a shut-down, but a warning. A warning which was very much required. 

     

    While Broadcast Audience Research Council (BARC) is underway and will possibly take over the industry as the sole ‘currency‘ for television ratings by mid-next year, a black-out in the interim period is not a desirable situation for any of the stakeholders, is what we understand.

     

    So the fact is TAM never went away really. What happened was that there were threats to make it go away, but behind closed doors the broadcasters worked on elucidating what they would like TAM to do to win their favour and their custom. Their list of demands, part of which was reported by Mint, includes:

     

    Monthly data v/s Weekly data

     

    Broadcasters prefer their ratings on a monthly basis as opposed to every week. This means data will be week specific, yet it will be available for consumption only at the end of the month.

     

    No ratings for smaller niche

     

    Any cell or segmentation which has less than 30 peoplemeters employed in it, should not be reported. This translates to no ratings for smaller niche channels in that particular month. The idea behind this restriction is self-explanatory. ‘No data is better than insufficient data.‘

     

    CPT v/s CPRP

     

    A lot of the chaos surrounding TAM ratings arises out of tall claims made by channels based on ‘share‘. The broadcasters wish to do away with the share syndrome and want the data strictly in numbers. This implies that the market standard will now have to change from Cost Per Rating Point (CPRP) to Cost Per Thousand (CPT). Broadcasters want to be told the exact number of viewers they are reaching in thousands, irrespective of the share aspect, which as I understand, is prone to loopholes.

     

    BARC supervision

     

    The broadcasters‘ have demanded that the implementation of all their demands and the overall technical procedure is subject to BARC‘s tech committee‘s supervision.

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    Broadcasters have complained for long, that in a country where millions of viewers are getting added annually and there is a robust digitization exercise in place, how can they believe TAM’s claim of the TV universe shrinking? In this context, the demand for increasing the viewers, only seems justified.
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    From 145 million to 260 million

     

    The total television viewing universe in India is approximately 500 million. Out of this, around 240 million comprises rural viewers which are not covered by TAM. This leaves 260 million urban, semi-urban and semi-rural viewers. Currently, TAM covers a universe of 140 million viewers only. The broadcasters rightly demand that the sample base should be boosted to 260 million viewers to cover the entire non-rural universe.

     

    Broadcasters have complained for long, that in a country where more viewers are getting and there is a robust digitization exercise in place, how can they believe TAM‘s claim of the TV universe shrinking? In this context, the demand for increasing the viewers only seems justified.

     

    The fallout happened due to a number of causative factors. Inaccuracy, lack of transparency and illogical explanation were some of the complaints made by the broadcasting industry for a considerably long period of time.

     

    Besides, it was important to send out a clear message to TAM and the rest of the world, that the Indian broadcasting industry is capable of dismantling an existing system by their united strength. Also, the time was right to set the stage for the upcoming BARC. The sudden outburst against TAM was not so sudden after all.

     

    The concerns of all involved have to be addressed sooner than later. And it is definitely a positive development to know that broadcasters finally chose to break their golden silence and initiate corrective measures.

     

    The consensus between TAM and broadcasters is believed to have been reached for the above-mentioned demands. So far everyone stands divided on the way forward based on broadcasters five or six point plan. It is now up to TAM to convince agencies and advertisers, both of which are very crucial stakeholders in the entire set up.

  • “BARC would like to make the entire TV ratings process future-ready”: BARC CEO Partho Dasgupta

    “BARC would like to make the entire TV ratings process future-ready”: BARC CEO Partho Dasgupta

    At first appearance, Broadcast Audience Research Council (BARC) CEO Partho Dasgupta comes across as a pretty mild-mannered professional. But don‘t let that fool you: beneath the mild exterior is a steel-backed executive who has faced many a challenging task in diverse consumer industries and media where he has implemented large and small start up projects. Among this figure: Times Now, Future Media, The Economic Times and Times Multimedia. This apart, he also had an entrepreneurial stint where he co-founded a media company, apart from advising media startups and venture firms and their invested companies on brand strategies. So it is no surprise that the BARC board chose him to steer the setting up of a TV viewership monitoring system when there is a crisis of confidence around the only currency operational in India today – TAM Media.

    Indiantelevision.com‘s Seema Singh and Zeba Warsi spoke to Dasgupta to find out on what challenges await him, why he took up the job, and how he sees the road ahead.

    Excerpts:

    What are your feelings on being appointed the first CEO of BARC? What have you been busy with since joining it? And why did you take up the challenge considering the kind of brickbats that are being hurled at LVK now after years of doing the ratings? Who was it that coaxed you take it up?

    I am very happy to sit in the hot seat. Just before this I was managing the preschool business and the k12 school business growth of Educomp. I am looking forward to contribute to the broadcast industry, which I am very fond of. I love challenges – if you see my background none have been very easy roles. There was a time, then, when the joke was going around and similarly I am hearing now- whether one will ‘Bark or Bite‘ (pun intended). That is simply whether we will live up to all the hype surrounding BARC. It‘s all in good humour and I enjoy the challenge.

    You have worked with Times Now, Future Media and also worked with ET during their growth years. You also took a shot at entrepreneurship. How will you use that experience while working with BARC?

    I have been doing startups for the last 14 years – I love the whole drill – of blocking urls, looking for office, setting up new teams, new brands, processes and managing finances. I have also been on both sides of the table, as a broadcaster and also a client – so I guess I understand the pains of all sides. I am looking forward to go the whole hog again.

    What are the first few major tasks ahead of you taking over as the CEO?

    The single mandate is to design, commission, supervise and own India‘s Broadcast Measurement System. Towards this end, the establishment survey, covering approx 2.4 lakh individuals across India is already underway. This survey will give us details on television penetration in both urban and rural areas; viewership habits across all broadcasting modes, be it terrestrial, C&S, DTH, analog and digital platforms, and other developing and new platforms including newer modes of viewing; as well as viewer demographics. The study would become the basis of designing the rating panel.

    At the same time, separate RFPs for research and technology have been floated globally. Once the proposals are in, the technical committee will scrutinize all proposals in order to select the best in class research methodologies and technology. This will comprise senior experts from the industry representing all stakeholders. Experts in the technology domain are being co-opted to give us insights on the best technology available. So we are ensuring that thought leaders, domain experts and people with relevant skills are all on board from across our stakeholders to assess the best methodologies available globally.

    The group will look into all three parameters:

    • Technology of equipment across all broadcast mechanisms
    •  
    • Capture and analysis of data
    •  
    • Dissemination of data to users

    The global competitive bidding will ensure that India gets the best in class, cutting edge broadcast measurement system.

    Tell us about the structure of BARC, the members, representation and so on. Should there be equal representation from broadcasters, agencies and advertisers like it was initially envisaged?

    The broadcasters, agencies and advertisers are duly represented through their respective bodies namely IBF, AAAI and ISA. We are a neutral nodal body which will be working in a tandem with the three representative bodies. The members of each body find representation in the 10-member Board of BARC, which is already in place. The council will have its own management structure reporting to the Board.

    The tech committee has been working on certain presumptions? What are these and how do you see the tech committee contributing to making the BARC more relevant over the years?

    There are no presumptions that anyone of us are working on. Our one line mandate is to design, commission, supervise and own India‘s broadcast measurement system. And all of us are working to ensure that we get the best in class research and technology to deliver a product that would be the gold standard of broadcast research.

     

    BARC is striving to ensure the best of research methodologies combined with the best of technology to deliver world-class measurement.

     How do you envision the BARC office to be like – how many staff, how many people employed by it? How do you see this evolving? What will they be doing?

    We are evolving the structure. The mandate is clear and the structure will follow. We will be headquartered in Mumbai and we will be outsourcing a lot of professionals and services for specific functions.

    Tell us about the professionals you have hired so far from the industry…Any reputed names?

    We will be getting many professionals on board. Currently we have Mubin Khan as the vice president of BARC. (Khan has previously worked as senior AVP at Zee Network, media controller at Contract Advertising India Ltd., associate media controller at Mudra Communications Ltd. and was also vice-chairman of the Technical Committee of the IRS – the premier readership survey – conducted by Media Research Users Council among several other accolades.)

    What was the response to the RFIs like? Were there any surprising firms which have been observed on the list – like Infosys and TCS? Which other surprises popped up?

    The response has been very good across both research and technology companies. Global research and technology leaders have collected the RFP documents. I cannot reveal anything more at this point as NDAs have been signed with all firms concerned.

    How is the RFP process progressing? How many responses have you got? When do you expect to make announcements for the same?

    We haven‘t received any responses as of now. Separate proposals for research and technology have been sent to the various companies involved. As they go through the RFP, companies are raising certain queries, which are being formally addressed. The deadline to submit proposals is still more than a month away. The evaluation panel would scrutinize all proposals in order to select the best in class research methodologies and technology. This will comprise senior experts from the industry representing all stakeholders. Experts in the technology domain are being co-opted to give us insights on the best technology available. So we are ensuring that thought leaders, domain experts and people with relevant skills are all on board from across our stakeholders to assess the best methodologies available globally.

    What‘s the current status of the council? 

    The council is already operational. We are waiting for the RFP responses and talks are on with all bodies to better understand their concerns. The responses are expected next month.

    With the likelihood of TAM not being used as a barometer for the broadcast industry, it is quite likely that you will have to speed up your coming to market time to earlier than mid-2014? Do you think you are geared up to achieve that and what is the game plan and what signposts you will have to move forward to achieve this requirement quicker?

    The establishment survey is underway and should be out for us in December-January. After the panel discusses it, we may release it for public in February -March. The process is not an overnight one, it will take its due time and we don‘t want to rush. We are on course for a launch next year as originally planned

    Do you think what is happening to TAM is reasonable – the broadcaster back lash? What in your perception accelerated this? What is your advice to LVK and TAM?

    No comments.

    TAM has been accused of being ambiguous and lacking the required transparency. How do you plan to bring in transparency, accuracy and logical reasoning in the results?

    BARC is striving to ensure the best of research methodologies combined with the best of technology to deliver world-class measurement. To that end separate RFPs for research and technology have been floated globally. The evaluation panel will scrutinize all proposals in order to select the best in class research methodologies and technology. This will comprise senior experts from the industry representing all stakeholders. Experts in the technology domain are being co-opted to give us insights on the best technology available. So we are ensuring that thought leaders, domain experts and people with relevant skills are all on board from across our stakeholders to assess the best methodologies available globally.

    The baby is not born yet. It is too early to start speculating on how many siblings it should have. Besides, if others want to set up a rating agency, we are not stopping and cannot stop them. It is a free country.

     Do you think the ministry, TRAI and the industry as a whole prepared for a self regulatory mechanism of TV ratings? What kind of checks and balances are you going to put in to make everyone in the ecosystem comfortable?

    BARC is not a research agency. We will be working with specialists in research and technology to deliver cutting edge research. There would be adequate representation of various stakeholders in the process to ensure proper checks and balances.

    Do you think all categories will be content with BARC- GECs, news- English and regional and Niche? How will BARC achieve that? 

    It is obvious that we have to address the concerns of all stakeholders. And we are doing so through dialogues with all concerned. If anybody has a concern, they will obviously share it with their representative bodies, who are a part of the Board.

    Is the Indian TV universe more rural or more urban? How will you address issues of broadcasters who have seen a reduction of the TV universe under TAM‘s expansion into LC1 towns? Are you sure the results will not be the same as TAM‘s are currently?

    Let us await the results of the establishment survey before commenting on this.

    How will you address and cover a continually digitising India in terms of cable TV rolling out in phase III and phase IV of the cable TV universe? As well as expanding DTH homes…

    It is too early to comment on this. However, as mentioned earlier, we have a mandate to design, commission, supervise and own India‘s broadcast measurement system. This system will have to be inclusive, covering all aspects of our country‘s heterogeneity. We believe digitisation will actually make it easier for us.

    What kind of tech are you looking at putting in place? Stationary intrusive people meters which involve users to manually put in their inputs by pressing their remotes? Or more evolved ones which senses people‘s presence in the room via advanced tech? Or mobile hand held devices which have similar capabilities? And how will you incorporate tech which can be integrated with the STBs? In the next five years India will probably have about 100 million of these?

    It is too early to comment on the kind of technology, given that the RFP process is underway. Having said that, let me state that BARC would look at all technologies available. We would like to make the entire ratings mechanism process future-ready.

    How will the ratings system be funded annually? What kind of ratings are you hoping to deliver – overnight or weekly or monthly?

    BARC is a non-profit organisation under Section 25 of the companies Act, 1956. The various industry constituents would fund the research. All users of data and analysis will subscribe and pay for the same.

    TAM used only 8150-10,000 households for its rating system which was perceived as not being adequate to represent the population of 15.5 crore TV households in India. Tell us about your survey sample, how many homes, which markets, etc.

    The final contours of the panel size and dispersion will be decided only after the establishment survey is complete and the proposals studied. As mentioned earlier, the establishment survey is covering approx 2.4 lakh homes across urban and rural India.

    When the decision of setting up the council first came up in 2008, it was a joint venture only between IBF and ISA. Then how did AAAI enter the venture?

    BARC represents the entire industry. Hence, it made eminent sense to have all stakeholders on board.

    The initial investment for setting up BARC was Rs 300 million? Has the investment gone up? If yes, by how much? How was the breakup ratio between IBF, ISF and AAAI decided?

    No Comments

    Self-regulation mechanism has worked in some cases, and hasn‘t in some. How do you think BARC will envisage this mechanism in its functioning as opposed to TAM?

    BARC has representation from all stakeholders of the industry. It thus has an in-built mechanism.

    There is an accusation that “Self-regulation of television rating system in India has failed to take off as BARC has not been able to take any credible action on the recommendations made by TRAI and by Dr Mitra‘s Committee. What did the report say? Are the accusations true? How much has BARC worked on it?

    I have taken charge just this month, and the BARC team has also been just set up. We shall take up the issues as they come. Right now, the focus is on the RFPs.

    Following the report, BARC had also set up in-depth research team to study audience measurement system, particularly BARB, the UK‘s audience measurement system, how has that translated in your current structure? Are there any comparisons to be drawn between the two?

    BARC and its stakeholders have been studying the various models and methodologies adopted by broadcast measuring companies and organisations across more than 30 countries across the globe. And we will certainly look at incorporating the best research methodologies and technology available.

    Having said that, India has a lot many complexities that are unique to our country. Be it in the demographic or socio-cultural heterogeneity, the linguistic, geographic and economic disparities or even the hours of accessibility to electricity, any study done in India has to take cognizance of each of these unique complexities, and many more.

    BARC plans to be very robust. Does your set up involve putting in place a complaint mechanism system? If yes, please elaborate.

    For any organisation that is in the service industry, a robust feedback mechanism is a must. BARC is an industry body representing all constituents. There would definitely be continuous dialogue between BARC and its constituents. And this would also incorporate formal feedback mechanisms.

    We are aware that history has shown us that the market can only support one rating currency. But even as recently as yesterday, outgoing I&B secretary Uday Kumar Varma expressed reservations about a monopoly of ratings. He also said that maybe there should be more than one rating system to provide competition in the business, which will also result in enhancing the credibility of ratings. TAM which earlier was the sole rating system has allegedly goofed up and was highly criticised. What is your reaction to this? And why should BARC enjoy monopoly of ratings?

    The baby is not born yet. It is too early to start speculating on how many siblings it should have. Besides, if others want to set up a rating agency, we are not stopping and cannot stop them. It is a free country.

     

  • Media pros find TAM blackout inconceivable; but readying for chaos

    Media pros find TAM blackout inconceivable; but readying for chaos

    MUMBAI: That Television Audience Measurement‘s (TAM‘s) ratings are battling for survival is common knowledge. But how this will affect the advertising process on television? And also what will happen if broadcasters force their hand and have TAM‘s ratings shut down, if but for a while? How will media professionals buy and sell? Definitely questions that are worth taking a looksee.

    And we spoke to that breed of professionals who create the ads, plan and do deals which go to make up the Rs 14,000 crore TV advertising spend in India – the ad agency pro, media planner and buyer.

    Most expressed outright discomfort about the possibility of there being no TAM ratings; some even went so far ahead, disregarding it as speculation which will not come to pass.

    AAAI president & Leo Burnett India south Asia chairman & CEO Arvind Sharma says: “We are crystal clear that advertisers will not work without the TAM ratings. There is no possibility that TAM ratings will be shut down.”

    Seconding Sharma, Maxus worldwide CEO Vikram Sakhuja states: “TAM shutdown for now seems to be speculation. We are not considering this scenario and will be looking for TAM ratings for media buying.”

    Mediacom MD Debraj Tripathy proffers his view: “Let‘s say hypothetically that I agree that there is a basic problem with the ratings. This doesn‘t mean that TAM has to be made to stop functioning. We have to address the problem instead of shutting down TAM. I am not open to discussion led by the mass and a unilateral decision. Any initiative against TAM has to be backed by data and research.”

    Tripathy, however, said if it is found that there is data insufficiency or incorrect data being dished out by TAM, then “it (shutdown) is permissible for a while, until TAM can make some perceived changes or until some other currency starts.”

    Most of them shuddered when they were told a TAM shutdown for a period is quite the way the broadcasters want to go. “There will be a chaotic situation,” says Vivaki Exchange COO Mona Jain. “Chaos,” shivers Tripathy. “I am not in favour of a unilateral decision by anyone as it will lead to utter chaos,” echoes Madison Media COO Karthik Laxminarayan.

    But nonetheless they have braced themselves for it and are open to using other methods to plan and buying for critical advertising buying decisions.

    Says Jain: “In the interim period when there will be no ratings, we will either go with earlier data; if not, for new shows that are being launched we will go by assumptions and gut-feel.”

    Agrees Laxminarayan: “In case of no TAM, I will refer to earlier data or general assumptions.”

    Is it possible that advertisers will hand TAM a life belt to allow it to stay afloat even though broadcasters are attempting to sink it, albeit temporarily? Sharma said, “Let‘s not get into that question because it is obvious that funds are needed for TAM; and worldwide, broadcasters have funded the TV ratings. The industry needs to find out a solution collectively.”

    Hopefully. Until they do, it would be wise for all in the TV advertising value chain to get ready for a chilling TV-rating-free vacation.

  • AAAI’s Sharma: “Use BARC to improve TAM now”

    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!

  • Indian TV B’casters: ‘TAM’ing TV ratings

    Indian TV B’casters: ‘TAM’ing TV ratings

     Does the Indian TV broadcast industry want TAM? In one word, the answer is No. Definitely not in the form and manner it is monitoring TV viewership in India. Definitely not the kind of viewership numbers it has been spewing out for them week by week. The major Indian TV broadcast networks have already shown their utter disgust and disregard for its TV ratings by closing their checkbooks on TAM.

    On almost every front, the Indian TV broadcasters – through the IBF – have been flexing their muscles and showing that they mean business. And they have been sorting out troublesome issues: like striking a wage accord with TV industry technicians; setting set up a self-regulatory mechanism when government wanted to muzzle the media; getting the advertising industry to agree to net billing after the government demanded taxes for the gross advertising agency bills it used to make payments on.

    But one of the most vexatious issues it has been grappling with is the TV rating‘s one. And now that the lights have been put out on TAM, what now for the broadcast industry? What are the options before it? Let us take a look at a couple of them:

    *For one they can continue with TAM Media. However, they can give TV ratings a hiatus for a couple of months. It‘s quite possible the chaos that is happening on account of analogue shutoffs and digital set top box switch-ons, will settle down and the ratings will stabilise in that period. They can also dialogue with TAM and ask it to get back to basics and do an establishment survey once again (if possible), represent the peoplemeters appropriately in power-lit areas in LC1, rather than in power-dark areas. And finally, take a closer look at the entire process of churning out ratings that happens every week, through a committee constituted for the very purpose.

    There is a possibility that we could end up with a period of no TV ratings in India if issues are not sorted out by all concerned. How long that period will be is not clear (some say it could be until BARC comes up), but broadcasters will need to get advertisers and agencies’ support for their decision. So far, both have said they are not comfortable with ratings going away, and have spoken up for TAM.
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    With all major B‘casters unsubscribing from TAM TV ratings, only time will tell if the viewers‘ true choice can be reflected with the emergence of BARC

    * Or if this is not working out forget that TAM exists, cut off its blood supply, and watch it gradually bleed and die. Come up with a viewership metric that works in the interim for all concerned – broadcasters, advertisers and agencies – and allows the business of communicating brand messages through television for a fee to continue.

    The broadcast industry is torn between the two options. The first has been done before between October and December 2012 and it was painless for all concerned and allowed TAM to continue its existence in a profitable manner. 

    The second option, while it appears the easier one to see through, comes with its set of challenges.

    The Broadcast Audience Research Council (BARC)‘s TV ratings system seems nearly a year away and could take longer to get to the levels of coverage TAM is providing now. Unless, under the leadership of Puneet Goenka and Partho Dasgupta, BARC manages to do an Ambani on the system and get the establishment survey, the constitution of the sample, the installation of the meters, the development of the software, the stabilisation of the findings and everything down stream thereof completed in super record time. Most advertisers and agencies have been optimistic about BARC.

    Industry can learn some lessons from the experience of Turkey in 2011. Turkey‘s broadcasters and the industry shut down the ratings service run there by AGB Nielsen in late December 2011, amidst allegations of corruption, which were denied by the ratings service provider. The industry body – The Television Audience Research Committee (TIAK) – prematurely severed its contract with AGB and urged TNS – part of the WPP Group‘s Kantar Research – to set up an alternative ratings system which finally got going in May 2012 with a 1000 peoplemeter panel, as against 2,500 people meters earlier.

    Industry can learn some lessons from the experience of Turkey which faced a ratings blackout in 2011. During the blackout TV ad rates and prices were determined by using average ratings from the month before the shutdown, combined with monthly share performance from the whole of the year.
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    In the interim, adage.com reported in March 2012 that life went on for Turkish advertisers, agencies and broadcasters though the “TV-buying system has since been in shambles. Without reliable new-audience measurement data, prices have been determined by using average ratings from the month before the scandal erupted, combined with monthly share performance from the whole of 2011. The industry is working to regain media agencies‘ and advertisers‘ trust.”

    Agreed, we are not questioning the ethics of TAM in India, though many have hurled allegations against it. There is a possibility that we could end up with a period of no TV ratings in India if issues are not sorted out by all concerned.

    How long that period will be is not clear (some say it could be until BARC comes up), but broadcasters will need to get advertisers and agencies‘ support for their decision. So far, both have said they are not comfortable with ratings going away, and have spoken up for TAM.

    With reason. Two or three months without TAM mean they will have little data to support a TV advertising expenditure between Rs 3,600-4,200 crore. That‘s not an amount you can sniff away.

    Hence, all three will have to come to the table and agree on a performance metric to justify the expenditure and offer some accountability. Could the Turkish media industry‘s interim solution during the TV ratings shutdown there be adapted to work in India?

    Broadcasters are slated to huddle very soon (either this week or next) to get some consensus on which route they will take. Some broadcast CEOs have been travelling and hence have not been able to get together.

     

  • Colors and Life OK the biggest gainers in TAM week 23

    Colors and Life OK the biggest gainers in TAM week 23

    MUMBAI: Week 23, TAM ratings. Hindi General Entertainment Channels (GECs) Colors and Life OK seem to have notched up the highest gains this week clipping on an additional 12 GRPs to take their individual scores to 198 and 149 GRPs respectively, according to ratings provided by a TV channel. On the other hand, Star Plus shed seven GRPs but has still managed to hold on to its No 1 spot.

    Zee TV lopped off four GRPs to end the week with 180 GRPs staying put at No 3. Sony Entertainment was at no 4 and it dropped four GRPs to end the week with 150 GRPs. Sab lost seven GRPs this week taking its tally to 138 GRPs.

    Numero uno Star Plus‘ chart topper Diya Aur Baati Hum remained stable generating 4.1 TVR. Other fiction series appear to be losing the connect with audiences. Thus, Yeh Rishta witnessed a drop to 3.1 TVR (3.7 TVR last week), Pyaar ka Dard to 3.0 TVR (3.6 TVR last week) followed by Veera at 2.1 TVR (2.6 TVR last week). The channel‘s talent hunt-cum-reality show India‘s Dancing Superstarmanaged to get 1.9 TVR on the weekend (Saturday – Sunday).

    Colors‘ popular celebrity dance reality show JDJ helped it maintain its position this week (it generated a 2.4 TVR on Saturday and 2.3 TVR on Sunday). Balika Vadhu witnessed stability at 2.8 TVR andMadhubala witnessed a jump to 2.9 TVR (2.6 TVR last week). Another dailyUttaran snipped off some viewers when it rated 2.2 TVR (2.5 TVR last week).

    Zee TV‘s new reality show DID Super Moms apparently managed to remain stable with 3 TVR on Saturday and leapt to 3.6 TVR on Sunday. Its fictional offering Qubool Hai remained stable at 2.9 TVR (3 TVRl ast week), Sapne Suhane Ladakpan Kesaw a slight growth to 2.3 TVR (2.2 last week), PunarVivaah fell to 1.1 (1.4 TVR). The new reality peep show Connected Hum Tumwitnessed a relatively lukewarm response with a 1.1 TVR. What was surprising was the rating that the Hindi feature film ‘Tarzaan the Wonder Car‘ got (0.7 TVR on Saturday) and another feature film ‘English Vinglish‘ got (a 0.6 TVR on Sunday).

    Fourth placed, Sony Entertainment‘s long running crime series CID showed a marginal improvement as it registered a 2.3 TVR (2 TVR last week); whereas Crime Patrol rose to 1.7 TVR (1.4 last week). Finally, Comedy Circus showed stability with a 1.3 TVR. Its new historical show Maharana Pratap generated 1.3 TVR (1.5 last week). Other fiction shows either held on to their viewership or dipped marginally during the week. Sony‘s all new Indian Idol Junior(IIJ) notched up 1.9 TVR on the weekend.

    Life OKs top series Mahadev‘s maha-episode on Sunday lured viewers scoring a 4 TVR making Life OK the second highest gainer of the week. The new fiction show Do Dil Ek Jaan managed to get 0.6 TVR. Hum Ne Li Hai… Shapathshowed an improvement to 1.5 TVR (1 TVR last week).

    Sab let go of seven GRPs ending the week with 138 GRPs. Its fiction show Taarak Mehta Ka Ooltah Chashmah continues to be the channel leader with 3.0 TVR (3.1 last week). Other fictional shows witnessed a marginal fall.

    Sahara continued to be at the bottom of the heap with 16 GRPs.

    In the movie channels genre: Zee Cinema reported 108 GRPs (103 last week); Star Gold 99 GRPs (103 last week) and Movies OK was at 53 GRPs (52 last week).

  • TAM-Broadcaster face-off: Media agencies give their perspective

    TAM-Broadcaster face-off: Media agencies give their perspective

    MUMBAI: The mighty fallout between broadcasters and TAM Media which has left the entire television and media fraternity in a tizzy, will take some time to be mended. While leading broadcasters including MSM, Star India, Viacom18, Zee TV and Network18 obviously think it is okay to unsubscribe from TAM‘s TV ratings service, some media agencies believe that such a sudden halt is not ideal, or rather unfair.

    As ZenithOptimedia managing partner Navin Khemka puts it: “There needs to be an industry metric, a consensus has to be reached. However, just stopping something, which has been in the industry for the past 14 years, is very abrupt and I don‘t agree with it. It could take four to five months to resolve all the issues and there can be a blackout until then. But at the end of everything, an amicable solution has to be reached.”

    A media planner on condition of anonymity said that not subscribing to TAM will not solve any problem. “I expect clients to continue using TAM data. The system is not perfect but there is no alternative. You need some measurement in place. Media buying cannot be done only on the basis of perception.”

    On the contrary, Big CBS business head Anand Chakravarthy says that the company has not yet taken a decision on whether or not to continue with TAM. “We have had issues with data. We have noticed vagaries and we raised it with TAM in the past.”

    He further adds: The issues with data are obvious. A change is needed. It is good that the large broadcasters have noticed it as well. If action can result in a positive change in the ratings system then it is good. A measurement system has to serve a purpose which is helping channels understand what viewers are watching so that they can plan their content better and also help companies plan their ad and marketing campaigns better. If the measurement system is flawed then it does not help either party. You cannot have a measurement system for the sake of it.”

    Khemka throws some light on the contributing factors of this sudden decision taken by the broadcasters: “I think there are a lot of environmental factors responsible for this fallout by the broadcasters- DAS, LC1 and many other factors are at play because of which gauging the viewership has become an issue.”

    Following the fiasco, TAM Media CEO LV Krishnan proposed this morning that he was open to doing away with LC1 markets and deploying people meters elsewhere where they are needed. Asked if removing LC1 cities is a wise solution, most agencies replied in the negative.

    “If you ask me, I think that there should be national representation. Doing away with LC1 is not right and probably not the best solution,” says Khemka.

    Another media planner tells us: “The representation according to me is the issue. The sample size needs to be larger. One thing that the broadcaster‘s decision will do though is wake TAM up and make them do something. If the industry had concerns then TAM should have addressed them.”

    He also thinks that there will be conflict in the future if advertisers rely on TAM but the channels do not. “Things will become clearer in the coming days. But in doing deals if one party (channels) is not using TAM data and the other party (advertisers, agencies) is using TAM data then arguments will happen.”

    Commenting on Broadcast Audience Research Council (BARC), the alternative suggested by the Indian Broadcasting Foundation (IBF), Vivaki exchange CEO Mona Jain says: “I am fine with any organisation until they provide me an authentic viewership data. The idea for BARC has been only conceptualised. So, I won‘t be able to comment anything on this.”

    She also added that “Removing TAM in LC1 markets is not going to help anyone or the data,”

    Either way, probability hints at no ratings in the coming months. In that case, on what basis will advertisers make an informed decision? Khemka tells us the way forward: “For now, we haven‘t received an official statement about the ratings but yes, if all major broadcasters pull out, it will be very difficult for TAM to sustain itself. In the absence of ratings, we would decide on the basis of historical benchmarks and trends. Past records will be our guide.”

  • Advertisers rally around TAM; say TV ratings are imperative

    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

  • AAAI comes out in support of TAM

    AAAI comes out in support of TAM

    MUMBAI: The Advertising Agencies Association of India (AAAI) has come out strongly in support of TAM and stated that discontinuing its ratings service as the broadcasters have been wanting to do is not a good step.

    “Ratings are absolutely central to conducting advertising business with TV channels. Their absence will lead to chaos in the short term and to a decline in TV advertising in the medium term,” says AAAI president Arvind Sharma.

    AAAI president Arvind Sharma TAM should continue; BARC is sometime away

    Sharma points out that through the last three decades and across media, clients have preferred to invest in media where there is reliable measurement. “It is therefore in the best interests of broadcaster, agencies and advertisers not to disrupt the current system until the alternative BARC system starts bringing out data. I would urge the constituents to continue to support the current system until then,” he reiterates.

    Media observers have lauded Sharma‘s and AAAI‘s support. But old-timers pointed out to indiantelevision.com, that a stronger response is needed to a very strong IBF.

    To read the official release: Click here