The great TAMasha

The drama’s all off-screen as advertisers and broadcasters face off over a new monthly ratings system

A lot can happen in a month, especially in the broadcast industry. In June, when broadcasters were withdrawing their subscriptions from TAM (Television Audience Measurement) Media Research — currently the only mechanism to assess television viewership in India — advertisers had its back, reiterating support and warning that abandoning the ratings system would be “regressive”. Fast forward to July, and the same advertisers are now slamming both, the ratings agency and broadcasters, for switching to a new ratings system. The time period of the new system? A month.