CMS to hold meet on current television measurement systems on March 7
After being subjected to queries about television ratings systems, both TAM Media Research and aMap come under the scanner again, this time from the Centre for Media Studies. CMS is holding a meet on March 7 to discuss the issue, which is expected to see the participation of broadcasters, advertising and media agencies, TRAI officials, I&B Ministry officials, besides officials from TAM and aMap.
It is not easy to be in the ratings systems business today, more so when it comes to television ratings. Even though broadcast research in India is far more evolved than the age old print research, with even overnight data available today, the scepticism around the system is unending.
The topic comes under discussion at a meet organised by the Centre for Media Studies on March 7, 2007 in Delhi. Both TAM Media Research and aMap officials will be present on the occasion. The organisations will present the merits of their systems, the adaptation to changing technology and would be subjected to questions at the forum.
Also invited are broadcasters, advertising and media agencies, TRAI officials, I&B Ministry officials and advertisers. Speaking on the reason to organise such a meet, N Bhaskara Rao, Chairman, CMS, explained, “It’s high time that the merits of the two alternatives are available transparently and with changes like CAS and DTH in the picture, we also need to see how much viewership is being captured by these organisations.”
“Then of course, there are some basic questions like ‘How many of us have seen a meter?’, ‘How much is practical’, ‘What is reliable?’ and so on that are still unanswered,” Rao said, adding, “For instance, GRPs came into existence to help advertisers and now they are helping the channels.”
The discussion is open to all interested and Rao believes that it would not only give a better sense to these systems, but would also help chalk out a future course of action.
