New threat to Indian TV ads

The Advertising Agencies Association of India (AAAI) has warned that a move by several leading broadcasters to withdraw from TAM, the local television rating agency, could lead to a "collapse" in TV as an advertising medium. 

The Economic Times reported that NDTV group, Sony Multi-Screen Media and Times TV Network had written to TAM seeking to remove themselves from the system. 

And, according to Livemint, a leading figure at one of these networks, speaking anonymously, said: "This measurement system is broken and we cannot keep paying for it." 

Arvind Sharma, President AAAI and chief executive of Leo Burnett India, said that broadcasters around the world often had issues with measurement systems and argued that was not a reason to abandon them but rather to improve them. 

"The move by broadcasters to discontinue with ratings is ill-advised and not in the interest of advertisers, advertising agencies or broadcasters," he stated. 

"It will lead to overpaying and underpaying of advertising time, both of which will lead to a collapse of TV as an advertising medium," he added.http://www.warc.com/LatestNews/News/EmailNews.news?ID=31518&Origin=WARCNewsEmail

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