Broadcasters - TAM ROW: Wednesday gone, no outcome yet...!

The ongoing row between the advertising agencies and the eight broadcasters over the ratings frequency- monthly or weekly continued without much development on Wednesday. It was expected that there will be some action as regards to the pulling out of ads from the broadcaster’s networks on but nothing much happened and ads continued to be run on the channels. The whole of Wednesday passed in confusion with various kinds of information being passed around to us by the industry ‘khabris’.

The advertising agencies associations too claimed to have had meetings and arrived at some decision but nobody was able to confirm despite Adgully reaching out to the various parties. Ads are still running and as believed will continue till the broadcasters exhaust their notice period inventories. As for the settlement between the agencies and the broadcasters it is believed that a decision may be round the corner. This was stated in a press conference in Mumbai yesterday by N P Singh, Chief Operating Officer, Multi Screen Media of Sony Network. He said, “A decision will be arrived soon, however a timeframe cannot be specified.” He was replying to a query from the media.

Meanwhile some sources in the industry close to Fox Network said that  they are reverting to monthly rating data. Fox Network runs eight channels such as National Geographic, Fox Traveler, National Geography Wild, National Geographic Music, National Geographic HD, Fox Traveler HD, National Geographic Adventure and Baby TV 

Also TV Today Network too jumped into the fray and in keeping with their commitment is supporting TAM’s weekly reporting system though while most broadcasters are forcing TAM to move to a monthly cycle.

In a statement issued to Adgully, Ashish Bagga, CEO – India Today Group, said ‘It is imperative to have a measurement system for the TV Industry. Especially so, for the broadcasters who rely on advertising income, deliveries are of immense importance. Though the current measurement system may be found wanting on a lot of counts, the broadcasters and advertisers need to patiently work together for everybody’s interest till an alternative currency takes birth. We as a group believe, that everyone is free to take an independent decision and we have decided to maintain status quo on the TAM subscription and regularity of reports.”

How things pan out will be of interest to many stakeholders as an early solution to the issue will enable everyone to get back to their priorities said a source. This whole issue of TAM VS Broadcasters VS the agencies is consuming too much of our precious time, he averred.

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