Broadcasters happy, marketers unhappy, with TAM
TAM India and some of TAM's subscribers have amended their individual contracts, it is learnt.
TAM data will now be reported on a monthly basis, starting today, for Network 18, Viacom18, MultiScreen Media, STAR Network, Zee Network, BAG 24, NDTV and Times TV.
Data for these channels will be reported in '000s instead of shares.
While this ends the stand-off between these channels and TAM, it is unclear how the AAAI (Advertising Agencies Association of India) and the ISA (Indian Society of Advertisers will react to this development. Both have, in the recent past, voiced their firm rejection of both monthly reporting and reporting in thousands of viewers as opposed to channel share.
More from BrandsThe new reporting for these channels will force advertisers to make decisions based on CPT (cost per thousand) as opposed to the current practice of CPRP (Cost per rating point).
While the changes to the contracts of the channels mentioned above eases TAM's stress on some part of their revenue, one can expect the advertisers, who contribute a smaller, but important, share to TAM, will get into a huddle and plan their next steps.
Thankfully, we are still a few months away from the critical festive season, so there is enough time to thrash out a solution.
Till then, expect grandstanding and hard positions from both the broadcasters and advertisers. TAM will have a difficult time - for some time to come.
Yesterday, we had said in our ePaper, "It will be well nigh impossible for both sides to agree on all differences, but it is in TAM's interest to try and build consensus - and that can be done only with absolute transparency. The consensus-building will certainly take time, but each minor resolution will take the warring parties closer to a mutually acceptable final solution."
Good sense needs to prevail, or we can brace ourselves for a long, hard, battle.
Disclaimer: Firstpost is a part of Network 18 which competes with all the other channels mentioned in the article.
Anant Rangaswami was, until recently, the editor of Campaign India magazine, of which Anant was also the founding editor. Campaign India is now arguably India's most respected publication in the advertising and media space. Anant has over 20 years experience in media and advertising. He began in Madras, for STAR TV, moving on as Regional Manager, South for Sony’s SET and finally as Chief Manager at BCCL’s Times Television and Times FM. He then moved to advertising, rising to the post of Associate Vice President at TBWA India. Anant then made the leap into journalism, taking over as editor of what is now Campaign India's competitive publication, Impact. Anant teaches regularly and is a prolific blogger and author of Watching from the sidelines.
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