: To ensure smooth transition from Analogue to Digital : October 17, 2012 – Building on a previous agreement between TAM & Indian Broadcasting Foundation (IBF) and with joint consensus of Advertising Agencies Association of India, (AAAI) and ISA (Indian Society of Advertisers (ISA), Television Audience Measurement (TAM) data has been suspended, across all genres across the country. The data will be released from December 19 th, 2012, as usual practice.
As per law, Cable Digitization is Mandatory from November 1, 2012 in New Delhi, Mumbai, Kolkatta and Chennai. Subsequently, the second phase, in 38 other cities, ushers in from April 1, 2013 and the sunset date for Digitization to be completed in rest of India is 31st December, 2015. The Broadcasting Industry is of the view that during the transition process from analogue signals to digital environment, there could have been discrepancies in TAM’s reporting of data, which could have had serious implications, particularly for the broadcasters, not only in terms of finance but also in terms of credibility.
The deferment of release of data during the ‘switchover’ will ensure that TAM and all stakeholders have provided extended time for the on ground situation to stabilize into a digital phase. This will help in ensuring the users take a longer-term view of data for decision-making. TAM has all its systems in place to ensure accurate data. TAM will anyway be communicating the steps it is taking in this regard to all stakeholders. All stakeholders are unanimous that consistency, quality and integrity of the data must be maintained.
TAM data release on December 19th, 2012, will include data measured from 9th December, 2012. Further, TAM data which has been suspended from October 7th to December 8 th, 2012, will be curetted and validated by a panel of experts from Nielsen/Kantar and a representative each of the Board of IBF, AAAI and ISA to ensure quality, consistency and integrity of processes and data, prior to release. In good faith, IBF has assured the stakeholders of AAAI and ISA, it has no specific intent to requisition a similar blackout in the subsequent phases, as long as the data integrity and quality consistency is maintained, in the interest of the TV industry and its stakeholders, in subsequent phases. The learning’s from the 1st phase should enable greater clarity in subsequent phases.
All stakeholders, TAM, AAAI, ISA and IBF welcome Digitization and will work with the government to ensure a successful transition, beginning with the 1st phase. IBF expresses its sincere gratitude to TAM, AAAI and ISA for this significant understanding and collaboration.
INDIAN BROADCASTING FOUNDATION
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The Indian Society Of Advertisers
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