Industry arrives at a Consensus, Requests TAM to Temporarily Defer TV Viewing
data of All India market for 9 weeks starting Oct 7, 2012
‐
Decision taken at the Joint ISA-AAAI-IBF-TAM meet; A temporary measure meant to benefit all Stakeholders -
‐
TAM Set Across All Fronts to Partner Industry’s BIG LEAP; To Proactively Issue Industry Guide -
Mumbai, Oct 18, 2012:
In wake of the impending phase wise DAS
implementation across India, the custodians of TAM Media Research
–
Advertisers (ISA), Media Agencies (AAAI) and TV Broadcasters (IBF)
–
arrived at a joint consensus on the need to
temporarily defer
TAM TV Viewing data release for ALL INDIA market for a period of 9
Weeks starting Week 41 (October 7, 2012,
Sunday)
and ending
Week 49 (December 8, 2012). This deferred data will be released
on December 19, 2012
(
Tuesday)
along with data for Week 50
(
December 9-15, 2012).
This decision is aimed aiding Digitization and maintain the benefits
of all the stakeholders during the DAS implementation scenario.
TAM, on its part, is all set to aid the industry take the next BIG
LEAP to the Digital World and implement this joint industry
decision. Going forward, TAM will continue to keep a close watch of
the on-ground dynamics and will be flexible enough to keep
adjusting its course, whenever needed. Parallely, to help industry
settle down and understand the on-going nuances of this consumer
shift, TAM has proactively issued an Industry Guide for reference.
On this Joint Industry request, LV Krishnan, CEO, TAM Media
Research, said,
“
We are research specialists who generate and
provide data backed by years of global know-how, local
audience understanding and evolving scientific methodologies.
This specific request of data deferment by the industry to TAM
is purely to aid Digitization and we, as the central & neutral
media research service provider, are ready to partner in this
exercise for the benefit of the industry.”
“
Infact, TAM has been long ready to measure Indian Television Homes’ transition to the Digital World
since way back in 2007. We implemented the state of the art, platform neutral, TVM5 Peoplemeter
system then and started reporting data in July 2008. Ever since the honourable Government announced
the Digitization initiative, TAM has been focussing on the key steps required to manage the panel
transition from analogue to digital efficiently. TAM has proactively prepared an Industry Guide that will
be released soon.”,
added Krishnan.
TAM is geared up to measure Indian TV Households’ transition from analogue to digital and hand hold the
industry through this phase. It will constantly keep a close watch of the ground reality. Towards this, the
organization has undertaken the following initiatives:
S. NO
Safeguards and Initiatives
Benefit to the Industry
Sampling & Methodology
1.
As a special initiative, soon after government
notification on DAS, in May 2012, TAM commissioned a
special DAS Establishment Survey (DASES) across four
metros. These survey waves will continue through
November 2012, even after the DAS deadline.
TAM TV Home Panel is already very scientifically
structured and is representative of the universe.
Therefore, any change – such as switch-over of homes
from analogue to digital – will be reflected in the panel
as well.
Gives accurate estimate of
digital (STB) penetration
which, if need be, will be
further used for Universe
Updates in the data reports.
Will help maintain TAM TV
Viewership data stability for
the 4 metros.
TAM bullish about Digitization!
Excited about partnering
Industry!
Has been prepared to tackle and
measure Indian TV Household’s
Digital Transition since 2007!
Industry all set to witness TAM’s
Digital prowess now.
TAM set across all fronts and will
continue to keep watch of on-
ground situation. Proactive
Safeguards & Initiatives include
Sampling & Methodology,
Technology & Client Servicing
fronts.
Will aid and hand hold Industry
Custodians - Advertisers,
Agencies and Broadcasters - in
the BIG LEAP to digitization.
To Proactively release an
“
Industry Guide”
