The guidelines
approved by the government to govern the functioning of TV rating agencies may
distort the pattern of measuring TV viewership. But, it will bring a greater transparency
and accuracy to the system of assessing and rating broadcasters, according to
experts. The
guidelines avert any single body from having paid-up equity in excess of 10%
simultaneously in both a rating agency and a broadcaster, advertiser or
advertising agency.
That
requirement would eliminate TAM Media Research, the existing TV rating agency,
which is a 50:50 joint collaboration between Nielsen (India) Pvt. Ltd and
Kantar Media Research, a part of London-based advertising company WPP Plc, according
to media reports.
Chief Executive
of ZenithOptimedia Satyajit Sen told media, “TAM will cease to exist in its
current form. However it could become a third-party member in the compilation
of TRP (television rating point) data from the logistics side of things.”
A statement
issued by the government gave 30 days’ time for fulfilling with the change; any
non-compliance will results in penalty of two bank guarantees worth Rs.1 crore
furnished by the company in the first instance. If the requirement is not
fulfill again, the registration of the agency would be annulled.
TAM Media
Research, which has rated Indian broadcasters for the past 15 years, refused to
pass any remark on the guidelines and their effect.
“We hope
this does not lead to a disruption of the TV measurement system. Any such
disruption is bound to negatively impact ad spends on TV,” said C.V.L.
Srinivas, Chief Executive (South Asia) at GroupM.
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