TAM calls off polls for 2 months

As the government pushes towards digitisation of cable services in the four metros, rating agency TAM will suspend bringing out its audience measurement reports for two months fearing that discrepancies could creep in its data during the digital switchover. A joint statement released by Television Audience Measurement [TAM], Indian Broadcasting Foundation [IBF], Advertising Agencies Association of India, [AAAI] and ISA [Indian Society of Advertisers [ISA] today said that TAM data had been suspended, across all genres in the country. The data will be released from December 19 as usual practice, the statement said, adding the decision was taken on the basis of a previous agreement between TAM and IBF along with joint consensus of AAAI and ISA.