Posted: 07 August 2012 at 4:07am | IP Logged
What is TAM (Television Audience Measurement) and how does it actually work? - This is a question that every one of us has had in our mind, but had never set out to get answers!! Just imagine this situation ' around 8000-10000 sample homes dictate the fate of every television show on every Wednesday, and this happens in a country like India wherein the television viewing population has increased manifold with the passing of time.
So is there anyone to bell the cat? Well, as we know NDTV Group's $1.3 billion lawsuit against TAM India has shaken one and all, and all of a sudden it looks as though everyone is demanding for an answer.
So are the TAM ratings being manipulated? Tellychakkar.com took this opportunity to talk to the producers of various television shows across all the popular GECs to get their point of view on the measurement system.
Firstly, we had a chat with Rashmi Sharma (Sunrise Productions), producer of ongoing shows Saath Nibhana Saathiya on Star Plus, Mrs. Kaushik ki Paanch Bahuein on Zee TV and Sasural Simar Ka on Colors. According to her, the TAM results that we get every Wednesday are 'genuine'. "As a producer, at this point of time I have to say that the TAM ratings are correct. I do not have a clear idea on the amount of reach TAM has when it comes to the sample homes, but I guess it is time to explore and expand the reach as the TV viewing population has gotten more. This initiative should be taken as a positive approach as it is for the betterment of one and all."
Rashmi Sharma does not wait with desperation to look at her show's ratings every Wednesday. "Rather I am a person who will put in my creative best. The Wednesday morning's results have neither motivated me nor put me down in confidence."
Next we move on to producer of Uttaran on Colors, Pintoo Guha (FilmFarm Productions) who is of the opinion that, "We are the small spokes of the big wheel who are not that strong to change the system."
Pintoo Guha justified his opinion by stating, "We just make programs and if anyone has the right to question this system it is the advertiser since he puts in the big money. Having said this, we have this system from the time television started, way back in 1992-93 and it is certain that the system needs to see a change now. I think the problem in hand will be better if digitalization takes place."
On the notion that TAM is manipulating things, Pintoo Guha opined, "See, there are cases where certain programs show the results one needs and there are few which do not show results in terms of ratings. So we cannot come to any conclusion. However, TAM needs to now justify that they are fool-proof, that too after NDTV has taken this initiative."
Producer Asit Modi (Neela Telefilms), whose successful show on SAB TV Taarak Mehta Ka Ooltah Chashma is on air for many years now, said, "There has to be a barometer to measure the success and failure of a show, and we have no other option today other than TAM. Yes, I do agree that the sample size provided is too small and that needs to undergo a major change. But we cannot conclude that TAM is right or wrong as we do not have any other competitor to TAM in the market today."
Producer Sumeet Mittal (Shashi Sumeet Mittal Productions Pvt Ltd), who has his ongoing shows Main Lakshmi Tere Angann Ki on Life OK, Kairee on Colors, and the #1 show Diya Aur Baati Hum on Star Plus said, "We have this system from a long time after which millions of viewers have taken up to television viewing and it needs a change now. I have seen the ups and downs as a producer. While my show Diya Aur Baati Hum has been liked by one and all and it is reciprocative in terms of ratings as the #1 show, my show on Life OK, Main Lakshmi Tere Angann Ki has been appreciated by one and all but I am not satisfied with the numbers. However, I think the TAM is authentic and there is no two ways in it."
JD.Majethia (Hats Off Productions), who has four shows running today on television, namely Ek Doosre Se Karte Hai Pyar Hum on Star Plus, R.K. Laxman Ki Duniya on SAB TV, Byaah Hamari Bahu Ka on Sony and Alakshmi Humari Super Bahu on Life OK is of the opinion that, "I have not seen any single person who has come up to me and said that he is aware of where the TRP meters are placed. According to me, if the going is good all is fine. When any of your shows do not show numbers, then all the questions arise. My show Byaah Humari Bahu Ka is being liked by many but it does not show in ratings. Same was the case with my successful show Sarabhai V/s Sarabhai. While Khichdi reaped a TVR of 7 and 8 on Star Plus, it gave only a 1 TVR on Star One. All I can say is that there is scope for improvement by making the entire process transparent. I also feel that the improvisation has to be made every six months. And when it comes to TAM's working, I don't think they can be corrupt."
Lastly, we talked to Saurabh Tewary (Nautanki Telefilms) who has had the experience of heading channels like Colors and Imagine before turning a producer with Madhubala Ek Ishq Ek Junoon on Colors. He stated, "I actually appreciate what NDTV has done. At last, there is someone who has stood up and questioned the system which is partially faulty. I feel that quality of content in the Hindi GEC sector has drastically come down as the onus now lies on numbers today. Today it is the numbers that decide content and not vice versa. All I have to say is that TAM has degraded the overall IQ level of the audience. We are giving rise to a 'Confused Generation' who are in the habit of seeing only one kind of programming and are not aware of the culture that prevails in India. It would be nice if instead of judging the shows every week, it will be apt if the ratings appear after a span of 3-4 months."
This is what some of the producers from the industry think!! Folks, what is your opinion on TAM? You can give your views here'
Edited by zaara019 - 07 August 2012 at 4:08am