TAM might face a blackout in March

In the last couple of days there has been news about Television Audience Measurement (TAM) going to have a dark period in the next month, post which Broadcast Audience Research Council (BARC) is expected to start operations in April.

The broadcast industry is soon going to see a transition from TAM to a new system BARC. While the month of March is likely to see a blackout of ratings data since it is transition period from one system to another system. Sources say that the industry is expected to use the last of TAM data for the month of February, while BARC will roll out its operations in April.

Currently BARC is in its testing mode and in the weeks to come we will hear about the same.

When asked Eric Salama, CEO Kantar Media, about the same he said, “We will continue to publish ratings as we are currently doing.  We have not been informed by IBF of any change in their subscriptions but you should ask them directly about their intentions.”

On enquiring Punit Goenka, IBF board member and BARC chairman about media reports on IBF and other bodies ending TAM subscription he said, “It’s not true.”

We also spoke to a senior agency head on condition of anonymity said that, “Next few months will be turbulent as shifting from one measurement body to another is not easy. Although there are a few marquee properties that are lined up in March, for instance ICC Cricket World Cup, IPL and the launch of a new GEC by ZEEL &TV might be affected by the same.

For the records in October 2012, TAM data was temporarily suspended for nine weeks in the wake of Phase I of digitisation in the four metros.

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