MAM
TAM-Broadcaster face-off: Media agencies give their perspective
MUMBAI: The mighty fallout between broadcasters and TAM Media which has left the entire television and media fraternity in a tizzy, will take some time to be mended. While leading broadcasters including MSM, Star India, Viacom18, Zee TV and Network18 obviously think it is okay to unsubscribe from TAM‘s TV ratings service, some media agencies believe that such a sudden halt is not ideal, or rather unfair.
As ZenithOptimedia managing partner Navin Khemka puts it: “There needs to be an industry metric, a consensus has to be reached. However, just stopping something, which has been in the industry for the past 14 years, is very abrupt and I don‘t agree with it. It could take four to five months to resolve all the issues and there can be a blackout until then. But at the end of everything, an amicable solution has to be reached.”
A media planner on condition of anonymity said that not subscribing to TAM will not solve any problem. “I expect clients to continue using TAM data. The system is not perfect but there is no alternative. You need some measurement in place. Media buying cannot be done only on the basis of perception.”
On the contrary, Big CBS business head Anand Chakravarthy says that the company has not yet taken a decision on whether or not to continue with TAM. “We have had issues with data. We have noticed vagaries and we raised it with TAM in the past.”
He further adds: The issues with data are obvious. A change is needed. It is good that the large broadcasters have noticed it as well. If action can result in a positive change in the ratings system then it is good. A measurement system has to serve a purpose which is helping channels understand what viewers are watching so that they can plan their content better and also help companies plan their ad and marketing campaigns better. If the measurement system is flawed then it does not help either party. You cannot have a measurement system for the sake of it.”
Khemka throws some light on the contributing factors of this sudden decision taken by the broadcasters: “I think there are a lot of environmental factors responsible for this fallout by the broadcasters- DAS, LC1 and many other factors are at play because of which gauging the viewership has become an issue.”
Following the fiasco, TAM Media CEO LV Krishnan proposed this morning that he was open to doing away with LC1 markets and deploying people meters elsewhere where they are needed. Asked if removing LC1 cities is a wise solution, most agencies replied in the negative.
“If you ask me, I think that there should be national representation. Doing away with LC1 is not right and probably not the best solution,” says Khemka.
Another media planner tells us: “The representation according to me is the issue. The sample size needs to be larger. One thing that the broadcaster‘s decision will do though is wake TAM up and make them do something. If the industry had concerns then TAM should have addressed them.”
He also thinks that there will be conflict in the future if advertisers rely on TAM but the channels do not. “Things will become clearer in the coming days. But in doing deals if one party (channels) is not using TAM data and the other party (advertisers, agencies) is using TAM data then arguments will happen.”
Commenting on Broadcast Audience Research Council (BARC), the alternative suggested by the Indian Broadcasting Foundation (IBF), Vivaki exchange CEO Mona Jain says: “I am fine with any organisation until they provide me an authentic viewership data. The idea for BARC has been only conceptualised. So, I won‘t be able to comment anything on this.”
She also added that “Removing TAM in LC1 markets is not going to help anyone or the data,”
Either way, probability hints at no ratings in the coming months. In that case, on what basis will advertisers make an informed decision? Khemka tells us the way forward: “For now, we haven‘t received an official statement about the ratings but yes, if all major broadcasters pull out, it will be very difficult for TAM to sustain itself. In the absence of ratings, we would decide on the basis of historical benchmarks and trends. Past records will be our guide.”
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
