India's TV crisis deepens

Two more television networks, TV18 and Star India, have joined the growing number of broadcasters that have withdrawn their subscriptions to TAM, India's TV ratings body.

The afaqs portal noted that this was the first time large general entertainment channels had become involved in the quarrel. Neither of these two had previously complained publicly about TAM's methodology or sampling inadequacy.

The Advertising Agencies' Association of India (AAAI) and Indian Society of Advertisers (ISA) have said that they will continue to use TAM data, but as more channels drop out the two sides seem further than ever from resolving the dispute.

The exchange4media portal talked to media planners and industry experts to get their assessment of the situation.

The general feeling was that the two sides were talking different languages, with TAM assuming it was doing everything correctly while the broadcasters declined to publicly elaborate on their issues.

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