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A New TV Rating Body To Be Formed By Broadcasters, Advertisers
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For years now TAM has decided the fate of the Rs.6,800 crore TV advertising industry.
Every week data from around 700 homes is collected and compiled into reports and then sold to the interested parties. (TV channels. Ad agencies).
The industry has fretted for years on the usability and transparency of the TAM data. But, in the absence of an alternative, there was little that they could do.
The system had a few basic problems.
To start with, taking data from around 7000 homes from the various parts of the country and extrapolating the figure to draw inferences for 80 million TV watching homes in India can hardly be taken as a correct metric of the general viewing pattern of the public at large.
Secondly, TAM covers cities having population above 10 lakhs. So, a sizeable portion of rural and semi-urban population is not covered.
Thirdly, there is no external auditor to verify the numbers put forward by TAM. This is seen as the single biggest flaw in the TAM model.
Fourthly, the TAM Peoplemeters (the devices used by TAM) are very poorly distributed, 
and are not anywhere in affluent homes. This is because, these homes do not allow any compromise on their privacy.
Following this, the broadcasters and the advertisers have joined hands to create a rating agency. The Telecom Regulatory Authority of India (TRAI) has also expressed keen interest in lending their consultation support for the cause.
With the advent of DTH and CAS, the monitoring of audience behaviour can now be carried much easily. However, how well is this implemented will decide how effective is this new system.
In the meanwhile, what will TAM, with the backing of parent companies like AC Neilson do, will be interesting to watch.
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Hello Ankit..!
That’s cool..hope atleast this gives a real picture of the ratings these K-serials have..!
there still only about 1 million consumers on DTH/ CAS services if im not mistaken. So still early days to look at a consortium that monitors through these alternative TV provision channels. But a welcome step nevertheless