NDTV - TAM row; NBA jumps into the fray
The NDTV - TAM row is getting more murky with the latest news coming in where the Newsbroadcasters Association (NBA) has now jumped into the fray. Infact NBA has sent a letter dated 10th August 2012 to Ambika Soni , Minister for Information & Broadcasting airing their grievances with regard to TV viewership rating system of TAM. They have suggested government action be taken to protect the interest of the industry and all its stakeholder’s interest.
They have appreciated and welcomed her support in the matter. They have also brought to her notice the fact that media reports have portrayed them in a bad light and they consider it completely misplaced. It has also been brought to her attention that ‘Code of Practice in relation to Measurement Based Studies’ adopted by them has been adhered to by their member broadcasters. According to them the code was formulated and approved to allow member broadcasters to avail the measurement based studies in order to carry out in line the highest ethical commercial practices. They also attached a copy of the same for her reference. Inspite of the serious concerns TAM is facing with regard to their systems and methodology of measuring TV audience they continue to report viewership data to the industry and the skewed data is seriously affecting broadcasters and their business.
They also go on to share their views regarding the formation of BARC. They say that unless ISA and AAAI jointly make a serious effort , BARC cannot be launched in the immediate future.
Another point made by the NBA concerns the quality and content of talent and ability which is being compromised with to gain viewership ratings. Mrs. Ambika Soni’s keenness to help broadcasters in their pursuance of this issue has prompted NBA to request the Ministry to initiate some measure to address these long pending concerns. The measures they have requested for are as follows:
- Order an independent third party time bound audit by a reputed agency to evaluate and measure the TAM systems and make the audit report public.
- Efficient steps to correct deficiencies in the system.
- Help build a robust, transparent and dependable rating system.
- Direct TAM to suspend reporting data until the above is undertaken.
- Continue to engage and work together on this issue and give the industry and all its stakeholders i.e. broadcasters, advertisers, distribution companies etc., the confidence to be able to consume data derived from such system.
On an end note NBA said, “ We believe these measures and initiatives from the Government will go a long way in addressing this long pending concern and we offer you our complete support in this journey.”
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