TAM is digitization-ready, says LV Krishnan

19 Oct,2012

By A Correspondent


LV Krishnan

It’s a deferment, and a temporary one at that. It’s not a suspension, as some people have incorrectly termed. In the wake of the impending phase-wise DAS implementation across India, the custodians of TAM Media Research – Advertisers (ISA), Media Agencies (AAAI) and TV Broadcasters (IBF) – arrived at a joint consensus on the need to temporarily defer TAM TV Viewing data release for ALL INDIA market for a period of 9 Weeks starting Week 41 (October 7, 2012, Sunday) and ending Week 49 (December 8, 2012). This deferred data will be released on December 19, 2012 (Tuesday) along with data for Week 50 (December 9-15, 2012).


This decision is aimed aiding Digitization and maintain the benefits of all the stakeholders during the DAS implementation scenario. TAM, on its part, is all set to aid the industry take the next big leap to the Digital World and implement this joint industry decision. Going forward, TAM will continue to keep a close watch of the on-ground dynamics and will be flexible enough to keep adjusting its course, whenever needed. In parallel, to help the industry settle down and understand the ongoing nuances of this consumer shift, TAM has proactively issued an Industry Guide for reference.


On this Joint Industry request, LV Krishnan, CEO, TAM Media Research, said, “We are research specialists who generate and provide data backed by years of global knowhow, local audience understanding and evolving scientific methodologies. This specific request of data deferment by the industry to TAM is purely to aid Digitization and we, as the central and neutral media research service provider, are ready to partner in this exercise for the benefit of the industry.”


“In fact, TAM has been long ready to measure the transition to the Digital World since way back in 2007. We implemented the state-of-the-art, platform-neutral, TVM5 Peoplemeter system then and started reporting data in July 2008. Ever since the government announced the digitization initiative, TAM has been focusing on the key steps required to manage the panel transition from analogue to digital efficiently. TAM has proactively prepared an Industry Guide that will be released soon,” added Krishnan.


TAM is geared up to measure Indian TV Households’ transition from analogue to digital and hand-hold the industry through this phase. It will constantly keep a close watch of the ground reality.


As a special initiative, soon after government notification on DAS, in May 2012, TAM commissioned a special DAS Establishment Survey (DASES) across four metros. These survey waves will continue through November 2012, even after the DAS deadline. This will help maintain TAM TV Viewership data stability for the four metros. In addition to the above DASES, TAM will conduct a special ALL India Digital Establishment Survey (DES) – spanning both urban (including 4 metros) and rural Indian markets in December 2012. While the above gives a ground reality check for 4 metros, this special DES will give a confirmation of digital proportions for ALL India. Also, this will help TAM project the data to the right Digital Universe on an ALL INDIA basis on Week 1 of 2013.


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