1 Minute View: Is it TAM’s fault that aMap shut shop?

06 May,2013

One was hopeful that its advisors would’ve made Doordarshan bosses see reason and not persist with the plea CCI to intervene in the TAM ratings scene.


We aren’t trying to say that all’s well at TAM’s end. Perhaps there is indeed reason for worry given all that is being spoken against it by people from various quarters.


However, to say that TAM is a monopoly and hence not doing its job well is incorrect. For one, there was another vendor in the form of aMap which was doing all that TAM was in TV measurement and it was sad to see it suddenly suspend operations, ostensibly because of poor patronage.


Second, the Nielsen-Kantar jv was mandated jointly by the industry bodies to conduct the measurement exercise and provide data on the basis of that. If it had so desired, the industry bodies could’ve assigned the task to someone else – then and even later.


Surely large advertisers and media agencies representing them who use TAM data for their decision-making would’ve junked the numbers had they found it amiss.


Saying that TAM is a monopoly is hence not only wrong, but also unfair. It’s like in the case IRS and NRS. NRS had stopped releasing its annual report on its own, and therefore it wouldn’t be right to say that IRS was a monopoly (which it was in effect) for many years. And now, given that the two (NRS and IRS) have unified, we are sure there will be someone who may raise the monopoly issue about print measurement.


Back to TAM and the CCI, it was interesting to read TAM CEO L V Krishnan speak out on the issue (see link: http://www.exchange4media.com/50819_now-cci-goes-after-tam-acts-on-dd-complaint.html). So is it true that Doordarshan bosses refused to pay up for rural numbers?


The industry would know that the road to a new measurement mechanism is not an easy one. Look at the time and effort taken to form BARC and now in the process of finalizing the vendor(s).


As for TAM, post the NDTV lawsuit, some measures were taken to cleanse the processes. Since then we have had partial digitization and introduction of data from smaller, LC1 markets. There have been many channels who have been impacted given the state of flux.


Times surely are a-changin’.  In the meantime, it will be interesting to see how the CCI views the entire television measurement scenario.


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