No impact of AAAI, ISA statement. SAB pulls out of TAM subscription

13 Jun,2013

By A Correspondent

 

To those who thought that broadcasters would back down after the apex bodies of advertisers (ISA) and ad agencies (AAAI) issued their statement endorsing the need to continue with the existing currency of television measurement administered by TAM, the move from Sri Adhikari Brothers (SAB) to pull out its subscription from TAM is a setback.

 

SAB, which runs music channel Mastiii and regional entertainment channels Dabangg and Dhamaal, has joined MSM, Times TV and NDTV in the show of no-confidence in the prevailing television viewership measurement system in the country.

 

Confirming the news, Mr Markand Adhikari, Vice-chairman and Managing Director of the SAB said he was pulling out given the reasons that are well-known.

 

When asked on what his gameplan would be given that measurement numbers from a BARC-appointed system would be at least a year away, the issue will be discussed jointly with other channels.

 

Meanwhile, a broadcaster who wished to stay anonymous is hopeful that there will be a settlement to the problem. “Losing out on subscriptions will impact TAM’s operations and hence it will surely provide a solution. And broadcasters too can’t live without measurement for too long.” The senior channel executive also indicated that while the IBF has issued an advisory last week, it may adopt a less offensive stance now.

 

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