Instead of sharing the blame for failing to activate an alternative body that could have fixed the faulty TRP business in the country, as recommended by a government panel in 2011, both broadcasters and advertisers joined hands on Wednesday to question and blame TAM India for messing up the television audience measurement system in the country.
This comes a day after news broadcaster NDTV sued global research giant Nielsen in a US court claiming damages of $1.3 billion for gross negligence, false representation and wrongdoings in the television audience measurement data in India. When contacted, TAM India executive said since the matter was subjudice, the company would not comment.
Broadcasters, advertisers and media agencies also joined hands and called for an immediate revamp of the current system of determining the Television Rating Points (TRP) system, which directly impacts the flow of over R10,000 crore of advertisers’ money spent on television.
However, most stakeholders did not want to take the blame for failing to operationalising BARC or broadcast audience research council, a joint industry body of broadcasters and advertisers formed last year to fix TRP system. Instead, TAM India’s operation (or the lack of it) came under the spot light. TAM is a subsidiary of Nielsen which has been providing TRP and related data to both broadcasters and advertisers for over a decade.
Sports broadcasters went a step further citing severe discrepancies in TAM ratings and when compared with network’s own distribution data. Nimbus-owned Neo Sports is one such channel. When asked, Prasanna Krishnan, chief operating officer of Neo Sports said: “Our ground-level distribution data often doesn’t match with TAM ratings.”
Read More : TAM India comes under attack from broadcasters, advertisers
This comes a day after news broadcaster NDTV sued global research giant Nielsen in a US court claiming damages of $1.3 billion for gross negligence, false representation and wrongdoings in the television audience measurement data in India. When contacted, TAM India executive said since the matter was subjudice, the company would not comment.
Broadcasters, advertisers and media agencies also joined hands and called for an immediate revamp of the current system of determining the Television Rating Points (TRP) system, which directly impacts the flow of over R10,000 crore of advertisers’ money spent on television.
However, most stakeholders did not want to take the blame for failing to operationalising BARC or broadcast audience research council, a joint industry body of broadcasters and advertisers formed last year to fix TRP system. Instead, TAM India’s operation (or the lack of it) came under the spot light. TAM is a subsidiary of Nielsen which has been providing TRP and related data to both broadcasters and advertisers for over a decade.
Sports broadcasters went a step further citing severe discrepancies in TAM ratings and when compared with network’s own distribution data. Nimbus-owned Neo Sports is one such channel. When asked, Prasanna Krishnan, chief operating officer of Neo Sports said: “Our ground-level distribution data often doesn’t match with TAM ratings.”
Read More : TAM India comes under attack from broadcasters, advertisers