Back to Square One?!

26 Jul,2013

 

By A Correspondent

 

The month-plus-old face-off between advertisers and media agencies on one side and broadcasters on the other ended yesterday with a settlement.

 

While what’s dished out is a multi-tiered subscription structure, the bottomline is: nothing has really changed. “It’s bunkum,” a news broadcaster told us. While we will toe the line of our association, in reality, we have achieved nothing. In fact earlier we could at least have some fun with claims on ratings, now we’ll be required to behave,” he chuckled.

 

 

What the stakeholders said:

IBF President Man Jit Singh: We are delighted to have reached this agreement. We believe it is important for the industry, and from the perspective of our social responsibility, we must reflect both the growing television audience and the data in a more stable and useful manner. We want to thank AAAI and ISA in collaborating and working out a solution acceptable to all constituents.

 

Hemant Bakshi, Chairman of Media Committee and Managing Committee of the Indian Society of Advertiser: As three concerned constituents, who believe in working together, we have decided to refer all future currency related changes to the BARC technical committee. I’m glad that now we will have an effective guide and monitor for ratings in the country

 

Arvind Sharma, President of the Advertising Agencies Association of India: Getting weekly TVR% is important for media planners and buyers to effectively plan and buy TV  and do mid- plan course corrections and post analysis. We are glad that we have been able to agree that the agencies and advertisers will have access to this data as in the past. From tomorrow, we look forward to being able to focus back on our clients businesses and effective planning and buying for their brands

 

A senior media agency professional though said that nothing had changed even with claims. Only the currency has changed from TVRs to TVTs. So the number you will see will be different and larger, but the claims and counter-claims can continue. And there’s nothing wrong with it. As long as the war between a Coke and Pepsi or a Colgate versus Pepsodent or Oral-B stays healthy, there’s no problem.

 

What’s important in the statement issued is that the media and public in general will only be served information in the form of TVTs or television viewership in thousands. Broadcasters, advertisers and media agencies can get all the possible information as earlier in the Media Xpress Gold option.

 

A senior industryperson told MxMIndia that just because a certain broadcaster takes a basic model doesn’t mean that an advertiser or its media agency does not have the detailed data.

 

Research agency TAM meanwhile, has issued a statement saying it is happy to receive a common brief from the three industry stakeholders – IBF, ISA and AAAI – and will work very closely with them. Although the TAM spokesperson refused to be drawn into a discussion, but from the discussions that we had various stakeholders around the time when NDTV had filed a law suit, there have been virtually no clearly technical or advisory committees for the last decade.

 

A cross-section of industryfolks MxMIndia spoke with believe that this round has been won by the advertiser. But, expect the broadcasters to flex their muscles a little more when their revenues from digitization increases. One also needs to factor how the government-controlled Doordarshan (and Prasar Bharti) react to the entire situation.

 

Things are only going to get more complex as the battleground for the general elections gets hotter and BARC processes start taking shape.

 

 

The Specifics of the Solution:

 

TAM data, henceforth, will be available, through 3 different software pipelines: 

a. One official industry Software called Media Xpress Platinum

b. Along with Two customized/optional Softwares called Media Xpress Gold and Media Xpress Silver.

 

All the 3 software deployments will be as follows: 

Media Xpress Platinum – Official Industry level Software 

This software will have all the TV channels expressed as an average of 4 weeks data. This data will be released on a Weekly basis with the rolled up average of the present week data along with the last 3 weeks data. The ratings will be expressed only as TVT 000s (TVRs in Thousands). This Software will be released to all subscribers who could like to download it. All analysis will be possible only on a Day-Part level. No individual/specific Program level data will be available for reporting in this software.  This Software created freshly will be made available by August end/Sept first week.

 

Media Xpress Gold - Customized/Optional Software : 1 

This software will have all the TV channels reported on a Weekly basis. This data will have ratings data expressed in TVT 000s as well as TVR%. The data for the Software will be released on a weekly basis. This software will have all the analysis possible at a Day-Part as well as individual Program level, including minute to minute Program and Ad data. This will have the facility to import the Ad Spots for Media Agencies/Advertisers to evaluate the Ad plans executed. It will be released on a customized basis for those subscribers like Agencies/Advertisers (and also Broadcasters who have not opted out of the reporting of TVR% data presently). It will work exactly like the earlier Media Xpress with all functionalities available for the Planner/Buyer. The Software will be ready for deployment on 8th August 2013. However, this software should be used by the Client Organization for internal analysis purpose only and not in media/public domain. This software will be made available to the user post signing of an NDA as agreed upon with ISA-IBF-AAAI jointly.

 

Media Xpress Silver - Customized/Optional Software : 2 

This software will have all the TV channels reported on a Weekly basis. This data will have ratings data expressed only in TVT 000s. The data for the Software will be released on a weekly basis. This software will have all the analysis possible at a Day-Part as well as individual Program level, including ability to drill down to individual Program’s minute data on a specific day. This will have the facility to import the Program Promos for Broadcasters to evaluate the Program Promo plans and also the Ad Logs. It will be released on a customized basis for those subscribers (primarily Broadcasters) who have opted out of the reporting of TVR% data. The Software will be ready for deployment on August 8, 2013. This software will be made available to the user post signing of an NDA as agreed upon with ISA-IBF-AAAI jointly.

 

All subscribers will be given the Media Xpress Platinum Software. To subscribe to Media Xpress Gold and Silver additionally, the subscribers will have to take the following steps:

(a) The subscriber will have to sign a NDA with TAM stating that the usage of Media Xpress Gold (with TVR%) customized Software is strictly for internal analysis purpose andnot for any public usage of the data.

 

(b) Incase of non-signing of the NDA, TAM will not be in a position to deliver Media Xpress Gold (with TVR%) customized Software. TAM will be notifying the same to the concerned association (IBF/AAAI/ISA) to help facilitate a resolution.

 

(c) For subscribers who sign the NDA and violate the usage norm (displaying TVR% data in Public), TAM will be forced to stop the Media Xpress Gold (with TVR%) customized Software subscription and will report it to the concerned association (IBF/AAAI/ISA) to help facilitate a resolution

 

Timelines & Next Steps –

1. With immediate effect, TAM will provide the original MediaXpress software (reporting TVR%/GRP%, etc.) for use till August 8, 2013.
2. By the 8th August, if the client wishes to use anyone of the two optional versions (Gold/Silver), TAM would require an NDA signed from the client’s end covering the terms of use as briefly stated above.
3. By end-August/first-week September, MediaXpress will be replaced by MediaXpress Platinum.

 

 

 

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