TAM-Broadcaster face-off: Media agencies give their perspective

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." Read more http://www.indiantelevision.com/mam/headlines/y2k13/jun/junmam32.php