Prasar Bharati likely to move CCI against TAM

New Delhi: National broadcaster Prasar Bharati could soon move the Competition Commission of India (CCI) against rating agency Television Audience Measurement (TAM) for alleged under-representation of Doordarshan’s viewership.

Prasar Bharati CEO Jawhar Sircar said the proposal to approach the CCI over “under-representation” of Doordarshan’s viewership in TAM data had been approved by the Prasar Bharati board at its meeting here today.

“Doordarshan’s reach and viewership is its strength and this is acknowleged when even the television industry wants to reach more viewers they acknowledge it like in the case of programmes like Satyamevajayate. This reach should be reflected in the ratings,” Sircar said.

Officials said there was a view in Prasar Bharati that “under-representation” of Doordarshan channels in TAM ratings data was resulting in a negative financial impact on its balance sheet and the Board in its meeting felt appropriate steps should be taken about it.

TAM ratings have been at the centre of a storm in the past also as television news channel NDTV had said it would take the agency to a court in New York over what it perceived was unfair rating methods.

Prasar Bharati had also in the past cried foul over what it feels is under-representation of Doordarshan viewership.

News Broadcasters’ Association (NBA) has also raised questions over the authenticity of TAM ratings.

In a letter written to I&B Minister Ambika Soni, NBA had asked her to look in to the concerns related to the methodology used by TAM for its television ratings.