TAMasha Update: Subscribers decreasing by the day

The new addition to the list of de-subscription requests to the research agency is Sri Adhikari Brothers, while Network 18 is still planning whether to go with the flow.

Sri Adhikari Brothers, the network operating two general entertainment channels (GEC) Dhamaal and Dabangg and a Hindi music channel, Mastii, has send a request to TAM to unsubscribe the data. The news comes close on the heels of un-subscription requests sent by Multi Screen Media, Times Television Network and NDTV.

It may be recalled that the three networks had unsubscribed to the data by the research agency, after raising questions on the authenticity of the data. While none of the other networks have followed suit, it is learnt that Network18 is giving it a second thought and is in the process of coming to a decision.

Meanwhile, Advertising Agencies' Association of India (AAAI) and Indian Society of Advertisers (ISA) have supported TAM, saying that the members of the two agencies will keep using the TAM data.

Markand Adhikari, managing director, Sri Adhikari Brothers, confirms, "Yes, we have asked for unsubscribing the data. I believe the TAM data isn't much helpful. The numbers are fluctuating and that it doesn't anyway add much value to the channel's analysis."

Moreover, he tells afaqs! that like all the other broadcasters (he referred to the channels that have unsubscribed to the TAM data), SAB has also requested that the ratings for their network channels aren't published, rather reported. On the matter of how the selling will continue without data, he says, "We haven't decided that yet, but I strongly believe that there isn't any need to be habituated to the weekly ratings."

The situation remains mercurial, with no immediate solution in sight. As reported by afaqs! earlier, TAM has suggested that all the stakeholders (ISA, IBF and AAAI) should sit together with TAM and for a healthy discussion and analysis of the situation.