Broadcasters happy, marketers unhappy, with TAM
TAM India and some of TAM's subscribers have amended their individual contracts, it is learnt.
TAM data will now be reported on a monthly basis, starting today, for Network 18, Viacom18, MultiScreen Media, STAR Network, Zee Network, BAG 24, NDTV and Times TV.
Data for these channels will be reported in '000s instead of shares.
While this ends the stand-off between these channels and TAM, it is unclear how the AAAI (Advertising Agencies Association of India) and the ISA (Indian Society of Advertisers will react to this development. Both have, in the recent past, voiced their firm rejection of both monthly reporting and reporting in thousands of viewers as opposed to channel share.
The new reporting for these channels will force advertisers to make decisions based on CPT (cost per thousand) as opposed to the current practice of CPRP (Cost per rating point).
While the changes to the contracts of the channels mentioned above eases TAM's stress on some part of their revenue, one can expect the advertisers, who contribute a smaller, but important, share to TAM, will get into a huddle and plan their next steps.
Thankfully, we are still a few months away from the critical festive season, so there is enough time to thrash out a solution.
Till then, expect grandstanding and hard positions from both the broadcasters and advertisers. TAM will have a difficult time - for some time to come.
Yesterday, we had said in our ePaper, "It will be well nigh impossible for both sides to agree on all differences, but it is in TAM's interest to try and build consensus - and that can be done only with absolute transparency. The consensus-building will certainly take time, but each minor resolution will take the warring parties closer to a mutually acceptable final solution."
Good sense needs to prevail, or we can brace ourselves for a long, hard, battle.
Disclaimer: Firstpost is a part of Network 18 which competes with all the other channels mentioned in the article.
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