afaqs!

Release of TAM data deferred by nine weeks

By Raushni Bhagia , afaqs!, New Delhi | In Media Publishing | October 17, 2012
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The weekly television viewership measurement data for week 41 (October 1-7), which was to be released today, has now been temporarily deferred by nine weeks. The data for these nine weeks, which is Week 41 to Week 49 (December 2-8), will be released on December 19 along with the data of Week 50 (December 9-15).

The official announcement is still awaited. However, afaqs! has learnt from reliable sources that the weekly viewership measurement data - released by TAM Media Research - which was to be released today, has been temporarily deferred by nine weeks. This means that TAM Media Research will now release the data for nine weeks, Week 41 (October 1-7) to Week 49 (Dec 2-8) on December 19 along with the data of Week 50 (Dec 9-15).

TAM

This was jointly decided by the three industry bodies - Indian Broadcasting Federation (IBF), Advertising Agencies Association of India (AAAI) and Indian Society of Advertisers (ISA).

The meeting was held on October 15 and October 16.

The industry bodies came to this decision following the government-mandated switch off of the analog signals in the four metros from November 1. "In such a scenario, if the data is released, it will definitely include the analog connections, too. This will ultimately distort the data and affect business," a broadcaster says on the condition of anonymity.

Earlier this month, the broadcasters had decided to undergo genre-wise switch off from the analog connections. The English movie genre is already withdrawn from analog cable.

When contacted, Arvind Sharma, president, AAAI said that an official statement will be sent on Wednesday.

Watch this space for more!

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