Broadcaster-advertiser TAM solution for dummies

For those of you who cannot understand the finer points of the negotiated solution on the issue of television audience measurement, here's some help from the measurement company, TAM.

Details of Solution:

TAMdata, henceforth, will be available, through 3 different software pipelines:

a) Oneofficial industry Software called Media Xpress Platinum.

b) Alongwith Two customized/optional Softwares called Media Xpress Gold and MediaXpress Silver.

Allthe 3 software deployments will be as follows:

Media Xpress Platinum - Official Industry level Software

Thissoftware will have all the TV channels expressed as an average of 4 weeks data. This data will be released on a Weekly basis withthe rolled up average of the present week data along with the last 3 weeks data. The ratings will be expressed only as TVT 000's (TVRs in Thousands).

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This Software will be released to all subscribers who could like to downloadit. All analysis will be possible only on a Day-Part level. Noindividual/specific Program level data will be available for reporting in this software. This Software created freshly will be made available by Augustend/Sept first week.

Media Xpress Gold - Customized/Optional Software : 1

Thissoftware will have all the TV channels reported on a Weekly basis. This data will have ratings data expressed in TVT 000's as well asTVR%. The data for the Software will bereleased on a weekly basis.

This software will have all the analysis possibleat a Day-Part as well as individual Program level, including minute to minuteProgram and Ad data. This will have the facility to import the Ad Spots forMedia Agencies/Advertisers to evaluate the Ad plans executed.

It will bereleased 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 likethe earlier Media Xpress with all functionalities available for thePlanner/Buyer. The Software will be ready for deployment on 8th August 2013.

However, this software shouldbe used by the Client Organization for internal analysis purpose only and not inmedia/public domain. This software will be made available to the user postsigning of an NDA as agreed upon with ISA-IBF-AAAI jointly.

Media Xpress Silver - Customized/Optional Software : 2

Thissoftware will have all the TV channels reported on a Weekly basis. This data will have ratings data expressed only in TVT000's. 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 asindividual Program level, including ability to drill down to individualProgram's minute data on a specific day. This will have the facility to importthe Program Promos for Broadcasters to evaluate the Program Promo plans andalso 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. TheSoftware will be ready for deployment on 8th August 2013. This software will be made available to the user postsigning of an NDA as agreed upon with ISA-IBF-AAAI jointly.

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

(a) The subscriber will have to sign aNDA with TAM stating that the usage of Media Xpress Gold (with TVR%) customizedSoftware is strictly for internal analysis purpose and not for any publicusage of the data.

(b) In case 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 concernedassociation (IBF/AAAI/ISA) to help facilitate a resolution.

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

Timelines & Next Steps -

1. With immediate effect, TAM will provide the original MediaXpresssoftware (reporting TVR%/GRP%, etc.) for use till August 8, 2013.

2. By the 8th August, if the client wishes to use anyone ofthe two optional versions (Gold/Silver), TAM would require an NDA signed fromthe client's end covering the terms of use as briefly stated above.

3. Byend-August/first-week September, MediaXpress will be replaced by MediaXpress Platinum.