Broadcasters - TAM ROW: Star & Network18 snap ties with TAM

After NDTV belled the cat, followed by MSM and Times Television, sources have now confirmed that, India’s largest television networks Star TV and Network 18 too has snapped its ties with the television rating agency TAM.

Confirming the news to Adgully, a top official of Network18 through a text message said “Yes we have indeed withdrawn TAM subscription”

Industry experts believe that going forward it’s going to be a tough time for TAM and it’s unlikely that they will be able to bring back the broadcaster’s confidence in their current form of rating system.

Adgully reached out to TAM for an official confirmation on the development; however TAM declined to comment on the matter stating that they are yet to get an official notification from the said broadcasters.

Losing five of the biggest television network that too because of the lack of confidence on the rating system is a big setback for the TV Rating major.

Since its introduction in 1998 TAM Media Research is a joint venture between Nielsen (India) Private Limited and Kantar Market Research, enjoyed a sort of monopoly in TV ratings business.

The research major was appointed by the Joint Industry stakeholders of ISA (Indian Society of Advertisers), IBF (Indian Broadcast Foundation) and AAAI (Advertising Agencies Association of India).

TAM is the provider of Media and Consumer Insights to the various stakeholders of the Indian Media and Entertainment Industry - Advertisers & Marketers, Media Owners, Media Agencies and the Academia.

Now time will only tell, what other major television networks decide after the actions expressed by their rival channels.