TRP Discussion Thread [VB Note: 136] - Page 71

Television channels have just a day left and then they might lose a substantial part of their sheen.Shah Rukh Khan claiming his strength lies in his vest, Priyanka Chopra revealing the secret of her long, black tresses, or Katrina Kaif tempting you to have some soft drink—all this might soon become a thing of the past. And all thanks to the tiff between the advertisers and TV channels. Advertisers have told the channels, who had shifted to a monthly rating system that all advertising release orders for spot bookings will stand cancelled with effect from Tuesday if they don't go back to the weekly TAM (Television Audience Measurement) rating model. The notices were sent to the channels last weekend.

Last month, many TV channels cancelled their TAM subscriptionsdoubting the veracity of their methodology. It was then decided that an alternative body would be formed. As an interim solution, the channels went back to TAM but on monthly basis.

Not so long ago, the advertisers and the channels were on the same page as far as TAM ratings are concerned. However, after a run of one month, the advertisers have decided to do a U-turn on the channels. A source from the TV industry said, "The new body, Broadcast Audience Research Council (BARC), has got all the necessary clearances. But it will take at least 18 months to come into force. In the meantime, the advertisements are getting costlier by the day. And without a system in place it is becoming increasingly difficult for the advertisers to invest in the channels."

Vinita Bangard, Founder and CEO of Krossovver, a company that deals with ads for SRK and Priyanka Chopra, said, "I endorse the decision taken by advertisers." Afsar Zaidi, CEO of Carving Dreams, a company that manages endorsements of the likes of HrithikRoshan, Saif Ali Khan, said, "I know of this new tussle between the advertisers and the TV channels. I shall be able to tell you more about our next course of action, once the brands start getting in touch with us.

Meenakshi Menon, founder Spatial Access, a media audit and advisory company, voiced similar views: "There are definitely serious issues as far as TAM ratings are concerned," she said, adding, "But why would advertisers invest on channels with low TRPs? TRPs fluctuate every day."

Meanwhile, we hear, TAM is in celebration mood. However, when contacted L V Krishnan, CEO, TAM Media Research, and Siddhartha Mukherjee, Senior Vice-President of TAM, refused to comment.