Full details of new TAM ratings system

Indian ratings body, TAM has finally reached settlement with TV channels, advertisers and other industry bodies for a new system, which is being implemented in the coming weeks.

A spokesperson from TAM said yesterday, "TAM is happy to receive a common brief from the three Industry Stakeholders (IBF, ISA and AAAI) and will work very closely with them to ensure its smooth roll out."

The new system will be broken up into three tiers ' An official industry software called Media Xpress Platinum and another two customised/optional software options called Media Xpress Gold and Media Xpress Silver.

Media Xpress Platinum - available to all subscribers to download by first week of September. It will have all TV channels viewerships expressed as an average of four weeks data. Ratings in this version will be expressed only as TVT 000's (TV ratings in thousands) and analysis will be possible only on a day-part level. No individual/specific program level data will be available for reporting.

Media Xpress Gold is similar to the current system, which will be rolled out by 8th August. All TV channels data will reported on a weekly basis. However, data is for INTERNAL use only and not to be put in the media/public domain. Users will only be given access to the software after signing an NDA with ISA-IBF-AAI jointly. This data will have ratings data expressed in TVT 000's as well as TVR per centages. This software will have all the analysis possible at a day-part as well as individual program level, including minute to minute program and ad data. It will have also have the facility to import ad spots for media agencies/advertisers to evaluate ad plans executed.

Media Xpress Silver option will be available by 8th August with TV channels being reported on weekly, with data expressed in TVT 000's, being released weekly. Users will be able to use the software to do analysis at a day-part as well as individual program level, including ability to drill down to individual program's minute data on a specific day.

It will have the facility to import the program promos for broadcasters to evaluate the program promo plans and also the ad logs. It will be released on a customized basis for those subscribers (primarily Broadcasters) who have opted out of the reporting of TVR% data.

TAM has clarified that all subscribers will be given the Media Xpress Platinum Software. To subscribe to Media Xpress Gold and Silver additionally, they will have to take the following steps, TAM sasys: (a) The subscriber will have to sign a NDA with TAM stating that the usage of Media Xpress Gold (with TVR%) customized Software is strictly for internal analysis purpose and not for any public usage of the data. (b) Incase of non-signing of the NDA, TAM will not be in a position to deliver Media Xpress Gold (with TVR%) customized software.

From IndianTelevision

http://www.media247.co.uk/bizasia/full-details-of-new-tam-ratings-system