The television broadcast industry is heading for a rating-dark period. While the door will shut for TAM Media Research, BARC?s entry will possibly happen in April this year. According to multiple sources, the Indian Broadcasting Foundation (IBF) has decided to terminate their subscription with TAM, currently India?s lone TV rating agency. Other industry bodies?Indian Society of Advertisers (ISA) and Association of Advertising Agencies of India (AAAI)?are also finalizing the termination of their subscription with TAM. All this is to make advance payments to the Broadcast Audience Research Council (BARC), which is expected to roll out its rating system by the mid or end of April. However, what this also means is that between March and April, the industry may have to make do without any TV ratings. ?The roll-out of the BARC ratings has got delayed due to the delay in the IRS data. This has escalated the cost and BARC, in turn, has asked its stakeholders, the three industry bodies, to pay advances.

Click Here To Read More