NBA seeks suspension of TAM data, calls for third party audit of TAM systems

In letter to the I&B Minister, it has sought Ambika Soni's intervention in resolving the malaise to protect the industry and its stakeholders' interests

BestMediaInfo Bureau | Delhi | August 24, 2012

In what can be seen as a shot in the arm for NDTV in its legal war against TAM, the News Broadcasters Association (NBA) shot off a letter dated August 10, 2012, to Ambika Soni, Minister for Information & Broadcasting regarding the television viewership rating system of TAM and suggesting certain actions to be taken in resolving the malaise to protect the industry and its stakeholders' interests.

Appreciating the I&B minister's voicing support for broadcasters and coming out openly with her thoughts about the TV viewership rating system of TAM, the NBA has asked the minister to order an independent third party, time-bound audit by a reputed agency to evaluate and measure the TAM systems and make the audit report public, and also to direct TAM to suspend reporting data until the issues are resolved.

The statement said: “Certain media reports have highlighted 'widespread corruption amongst broadcasters' in light of the recent allegations made on TAM measurement systems, which in our view is completely misplaced. In this regard we wish to draw the attention of the Ministry to the “Code of Practice in relation to Measurement Based Studies” adopted by the NBA and adhered to by its member broadcasters. This Code was formulated and approved so that the use of measurement based studies by member broadcasters is carried out in line with highest ethical commercial practices.”

It goes on to say: “As you are aware TAM has been reporting viewership data to the industry despite serious concerns over their systems and methodology of measuring TV audiences. Data continues to be skewed and is seriously affecting broadcasters and their business. While IBF was instrumental in the formation of the BARC, the responsibility of implementing BARC will see the light of the day only if the ISA and the AAAI jointly take serious efforts to launch it in the immediate future. Content and its quality no longer is a creative judgment or product of talent or ability but has been severely compromised with the sole aim of gaining viewership ratings.”

The NBA has sought the ministry's intervention to help broadcasters in resolving the malaise to protect the industry and all its stakeholders' interest, and has requested the I&B Ministry to:

1. Order an independent third party, time-bound audit by a reputed agency to evaluate and measure the TAM systems and make the audit report public.

2. Efficient steps to correct deficiencies in the system.

3. Help build a robust, transparent and dependable rating system.

4. Direct TAM to suspend reporting data until the above is undertaken.

5. Continue to engage and work together on this issue and give the industry and all its stakeholders, i.e., broadcasters, advertisers, distribution companies, etc., the confidence to be able to consume data derived from such system.

The NBA letter in conclusion said: “We believe these measures and initiatives from the Government will go a long way in addressing this long pending concern and we offer you our complete support in this journey.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com