Now TV18 & Viacom 18 too withdraw subscription from TAM

14 Jun,2013

By A Correspondent

TV18 and Viacom 18 too have withdrawn their subscription to TAM ratings, it is learnt. Reliable sources from the Network18 group informed MxMIndia about this decision.

MSM (Sony), Times Television, NDTV and SAB had already withdrawn their subscriptions. TAM, a spokesperson said, was unaware of the development.

Over the last week, there has been much discussion in the Indian broadcast industry on the issue of the television measurement service administered by TAM Media Research, a joint venture of Nielsen and Kantar Media, a WPP firm. Broadcaster body IBF issued an advisory last week urging its members to make their decisions.

While the apex associations of advertisers and ad agencies – the ISA and AAAI scoffed at the suggestion that measurement should be done away even in the interim, earlier this week SAB and today (Friday, June 14) TV 18 and Viacom18 have gone ahead with the withdrawal of the subscription.

Withdrawal of the subscription would of course not mean that TAM would stop even as around 80 percent of TAM’s revenues comes from the broadcast fraternity.

According to a report on afaqs.com, Star India too has pulled out, though MxMIndia has not received any intimation of the same. The PR agency of Star India said it had not issued any communication on this.

At the time of the writing, other leading networks – Zee Entertainment, Sun, Discovery, Reliance Broadcast etc were still subscribed to TAM’s weekly ratings.

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