 "TAM suspends audience measurement reports for 2 months")
As the government pushes towards digitisation of cable services in the four metros, rating agency TAM (Television Audience Measurement) will suspend bringing out its audience measurement reports for two months fearing that discrepancies could creep in its data during the switchover to digital.
A joint statement released by TAM, Indian Broadcasting Foundation (IBF), Advertising Agencies Association of India, (AAAI) and ISA (Indian Society of Advertisers (ISA) on Wednesday said that TAM data had been suspended, across all genres in the country.
[caption id=“attachment_494219” align=“alignleft” width=“380”]  AFP[/caption]
The data will be released from December 19 as usual, the statement said, adding the decision was taken on the basis of a previous agreement between TAM and IBF along with joint consensus of AAAI and ISA.
“The broadcasting industry is of the view that during the transition process from analogue signals to digital environment, there could have been discrepancies in TAM’s reporting of data, which could have had serious implications, particularly for the broadcasters, not only in terms of finance, but also in terms of credibility,” the statement said.
“The deferment of release of data during the ‘switchover’ will ensure that TAM and all stakeholders have provided extended time for the on-ground situation to stabilise into a digital phase,” it added.
As per law, cable digitisation will be mandatory from November 1 in New Delhi, Mumbai, Kolkata and Chennai.
The statement also said the decision to defer release of TAM data would help in ensuring the users take a longer-term view of data for decision-making.
It said TAM has all its systems in place to ensure accurate data and would also communicate the steps it is taking in this regard to all stakeholders including advertisers and broadcasters’ channels.
PTI
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