Screenindia-TRP blackout-MB-Saurabh Tiwari

—Ajay Kakar, chief marketing officer, financial services, Aditya Birla Group

The news that the Television Audience Measurement (TAM) data will not be available for eight weeks (week 41-49 of the year) generated mixed reactions in Saurabh Tewari. The television producer, who's Nautanki Films makes the Colors show Madhubala, was almost relieved that he will be spared sleepless Tuesday nights during these weeks. (The TRPs are announced on Tuesday night every week). However, Tewari was aware that this phase is short-lived and not entirely free of care. "The TAM data for this period will be made available in the ninth week," he explains.

The move comes in wake of the first phase of digitisation of cable networks, which begins on November 1 in metro cities. The TRPs and Gross Rating Points (GRPs) will not be available so as to avoid discrepancy of data that may take place due to the transition to digital network.

The decision was taken jointly by TAM, Advertising Agencies Association of India (AAAI), Indian Society of Advertisers (ISA) and Indian Broadcasting Foundation (IBF). There could be discrepancies in TAM's reporting of data during the transition process from analogue to digital. This can have serious implications, particularly for the broadcasters in terms of finance and credibility," said a joint statement issued by the four agencies. TAM will resume releasing data from December 19, 2012.

What does this mean for the various parties involved? Most media buying agencies and advertisers believe that the move will not make much difference in the sales of ad slots on television. "One always relies on multiple sources of data, such as other research agencies, the general response to a channel and its programming, before buying ad slots. Usually there is TAM data to affirm our decisions, but for eight weeks we will use experience and instinct," says Ajay Kakar, chief marketing officer, financial services, Aditya Birla Group.

Channels too, claim that much will not change, especially since the data for the eight weeks will be made available eventually. "We have to focus on providing good content at all times as most media buyers depend on long-term performance of a channel and its programming," explains Sukesh Motwani, fiction head, Zee.

However, the chief concern of broadcasters revolves around two factors. One is the upcoming festive season during which broadcasters usually command a premium for ad slots. The second is the high dependence on TAM data for reality shows such as Bigg Boss and Kaun Banega Crorepati and sports content due to the fluctuation they can cause in ratings.

"Broadcasters might find it tough to bargain with advertisers on either front and may suffer if not massive, but considerable losses," revealed a source from a media buying agency, "That is, unless they advertise and sell their highpoints well. For example, if Shah Rukh Khan is expected on KBC, the channel will have to highlight it better in order to get the advertisers to pay that coveted premium."

The producers, however, view it differently. Usually dependent on the weekly TRPs to steer their content to appease the masses, they believe the eight weeks will lend them a relief. "We often have to introduce tracks, change storylines and have highpoints when TRPs drop. For these weeks, we will be able to focus on creativity," Tewari points out.

However, the channels may not be willing to push the creative envelope just yet. "Experimenting too far and wide can go wrong. And if the ratings have dropped drastically by the end of eight weeks, it will be very tough to pick up again," says a Colors official.