New Delhi | Wednesday, Oct 17 2012: Television Audience Measurement (TAM) data has been suspended across the country till a switch-over to the digital from the analogue TV service is complete. The decision has been reached with consensus among the TAM & Indian Broadcasting Foundation (IBF), Advertising Agencies Association of India, (AAAI) and ISA (Indian Society of Advertisers (ISA).
The IBF said here today that the Broadcasting Industry was 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 Ministry of Information and Broadcasting has ordered the cable TV operators to suspend signals to all those consumers who do not install set top boxes by October 31 to get digitised signals. 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 stabilise into a digital phase. This will help in ensuring the users take a longer-term view of data for decision-making, the broadcasters body said. TAM will now release its data on December 19 and will include data measured from December 9, 2012.
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