AAAI makes last-ditch effort to reason with eight broadcast networks

MUMBAI: Tick, tock, tick?all eyes are on eight broadcast networks who have less than 12 hours of the 72 hour notice given to them by advertisers last week to revert to weekly TV ratings. As reported by Indiantelevision.com on 13 July, advertisers such as Levers, P&G, Loreal, ITC, Britannia, Marico and Godrej have said that they have given instructions to their agencies to cancel release orders on those TV channels on expiry of the 72-hour notice.

Apparently, broadcasters have not paid any heed to this overhanging threat or tried to hammer out a solution. . Because at the time of writing this report, the Advertising Agencies Association of India (AAAI) had issued a release stating that advertisers had no option but to go ahead with the cancellations. "If one were to read in between the lines in the release, it is sounding helpless, and almost apologetic about taking this step," says a media observer.

When Indiantelevision.com tried to connect with CEOs of these networks they were either unavailable or didn?t want to comment on the issue, yet. Even IBF didn?t want to comment on the situation or the steps they plan to take. It would prefer to wait till tomorrow and see what can be done next.

Aegis Group chairman India & CEO South East Asia Ashish Bhasin says that more advertisers have joined in. ?The situation is grave; but I feel that weekly ratings should come back because monthly ratings are quiet opposite of how the world is going towards.?

IPG Media Brands CEO Shashi Sinha says that he has no formal communication from broadcasters? next step.

Most media planners too would prefer to wait and watch to see how the situation takes shape.

The AAAI release, signed by its president Arvind Sharma who is back from the US, reads as follows:

"For fourteen years, TAM has been the TV audience measurement system in the country. It has been the currency on the basis of which advertising planning, buying and selling have been conducted. We all agree that this measurement system needs to evolve. That is the common goal towards which broadcasters, advertisers and advertising agencies came together to create Broadcast Audience Research Council (BARC). BARC will take ten months or so to start generating its audience measurement data.

" In the meantime, however, if individual broadcasters try to force unilateral changes in the current system, as some have tried, it will result in a disorderly and hybrid measurement system. It will become impossible for advertising agencies and advertisers to plan and therefore, buy TV spots. In this scenario, it is natural for advertisers to begin to question the value of advertising in this medium at all. Cancellation of TV releases by many advertisers on eight network groups that have insisted on unilateral changes is a natural outcome of that. More clients are following."

The apex ad organisation has once again reiterated that any change in the TV measurement system needs to be thought through and should have support from all the three industry constituents - broadcasters, advertisers and advertising agencies. "We continue to be firmly of the belief that dialogue among all constituents is essential for evolving the system. We remain open to discussions, as always. However, this does require similar openness across all constituents. We will continue to work towards a dialogue," adds the release.