First the
Sony Entertainment
Television Network, and the Times TV Network informed TV ratings agency TAM Media that they were discontinuing their subscriptions. NDTV’s missive followed next, saying it too was opting out .
More major broadcasters are slated to write into TAM saying they are cutting the cord over the next two or three days. Letters have been prepared, saying they will stop using the data and not renewing their subscriptions. The week ahead obviously is not going to be easy for Krishnan,
Sources reveal that those who will be joining the ranks include: Star India, (which runs Star Plus, and another 33 channels), Viacom18 (Colors, MTV, VH1), Network18 (CNBC, IBN7, CNNIBN, IBN Lokmat) and Zee Entertainment Enterprises LTd which runs (Zee TV and more than 30 other channels). Others too are likely to rush for the exit that leads away from TAM’s data.
These major broadcast networks account for almost 75 per cent of the Rs 14,000-odd annual TV advertising spend, leaving behind only the long tail of channels who don’t really sell their TV commercial time based on ratings.
