The Hindu article regarding TAM ratings(Pg 2)

Sony mulls over withdrawing from TAM ratings system

Says it is a wrong currency; other channels divided on strategy

In a move that could handicap the measurement of television viewership in the country, Multi Screen Media ' owner of the Sony network of channels, and is among the country's biggest broadcasters ' is 'taking a hard look' at whether to renew its subscription with Television Audience Measurement (TAM) Media Research. While broadcasters across the board have expressed concerns about TAM, channels have continued to use its data till now.

Man Jit Singh, Chief Executive Officer (CEO), MSM, told The Hindu : "We are aware that TAM is the currency of the industry. But we are taking a hard look at whether having no currency or a bad currency is better." A wrong currency, he said, led to wrong decisions on programming and advertising fronts. "Should we pay for the destruction of our own value? An active evaluation is on, and since we are up for renewal, there is a possibility of not participating at all."

In a recent paper, the Telecom Regulatory Authority of India (TRAI) said problems with the TAM system included a non-transparent methodology; limited sample size; cross-holdings between rating agencies and broadcasters and advertising agencies; and the lack of a credible complaint mechanism. New Delhi Television (NDTV) has filed a case in a United States court, while Prasar Bharati (PB) earlier complained to the Competition Commission of India (CCI) about TAM Media Research's "unfair trade practices".

TAM Media Research has said it functioned "transparently" and any move by a broadcaster to withdraw would be "unfortunate". L. Krishnan, CEO, TAM Media Research, told The Hindu , "We have a very good relationship with Sony and are open to ideas. We have not received any communication from them so far."

He said TAM Media Research had, in recent months, expanded its coverage to 225 towns and over 36,000 respondents.

At a recent meeting of the Indian Broadcasting Foundation (IBF), the issue is learnt to have been taken up seriously again, with several channels expressing reservations.

IBF secretary-general Shailesh Shah said, "No decision of this nature will be taken at the level of the board. Individual organisations will decide. There has been dissatisfaction with the TAM system for the last ten years, but the dissatisfaction fluctuates like the weather. Nothing is happening today that did not happen in the past."

While the complaints against TAM appear universal, channels are divided on future strategy.

Sources in NDTV hinted that some drastic action may be in the offing, but senior officials refused to comment on the record. Sunil Lulla, Managing Director and CEO, Times Television Network, and IBF board member, said: "There is not a single broadcaster who is completely satisfied with the system. But this has nothing to do with the general consumer. Why should I discuss my service provider issues with anybody?"

Jawhar Sircar, CEO, Prasar Bharati, told The Hindu : "We have strong reservations [about] TAM but until an alternative system is in place, it may not be prudent to [not] have any system at all." A broadcaster representative, who has attended key industry meetings on the issue, said: "Look, some channels are making noise. Sony, for instance, is not happy with its IPL ratings. But no one will walk out because it will adversely affect advertisement."

After repeated prodding by the government and having gotten wise to TAM's limitations, the IBF is working to create the Broadcasting Audience Research Council (BARC).

Mr. Man Jit Singh, who also happens to be the IBF president, said: "The establishment study is under way. We have issued different Request for Proposals (RFPs) for installation of metres, collection of data and analysis of data and have received interest from 48 different vendors." He said the industry would have its own measurement system by the "first quarter of 2014".

Nothing related to Parvarish...but since it involves Sony I have posted...

What do u guys think? Should channels withdraw from this system?

sorry did not read entire article. It sounded boring.
But what i think about ratings is,
Ratings should be calculated in a more detailed manner. Not just few cities or some specific viewers list. On a whole, they should introduce a rating calculation system which will analyse in detail what every household watches in the whole country, on an average. It is not more possible cuz cable digitalization is happening across the country. They should associtate a meter type thing with all set-top boxes. Or they can do it in the cloud. What i wanna say is, we want more accurate ratings.

Looks like the digitization did help them with revenues, that they even are having such thoughts about leaving this system. Although, since our TV industry is ad driven, I doubt they will just leave it. Most probably, work will be started on getting a better and reliable system.

The sample size is the biggest problem actually. They cover very few areas and the number of people is very less compared to our population.

And that is the problem. It can be very expensive and difficult to collect and process data from a large pool of people.

Originally posted by: Freethinker112

And that is the problem. It can be very expensive and difficult to collect and process data from a large pool of people.

They can't just do away with, they depend on ads for revenue and that system depends on ratings. That's why they can scare all they want but won't quit easily. 😆

Originally posted by: Shwets1502

In that case...they also need to have a critics team or something to assess the shows and just not through mere ratings which is definitely not giving the right picture.

Ads is the main thing because of which everyone have to accept it. But I read TRAI has given a regulation to reduce the number of ads for entertainment channels and news channels separately. Not sure if that will come into effect.

This business of TV have just changed its direction from the show to Ads actually. Its sad that good shows dont get viewers and hence no ads and hence no revenue and gets shut down.

Originally posted by: Shwets1502

This business of TV have just changed its direction from the show to Ads actually. Its sad that good shows dont get viewers and hence no ads and hence no revenue and gets shut down.

Strict regulations have to come in. Day by day..the air time of the shows are also coming down..less than 20 minutes nowadays.