A simple rule of economics says that whenever there is more competition in the market place, consumers benefit in the form of lower prices. Quite the contrary seems to be happening in the Indian broadcast industry.
The intense competition in the business of providing television ratings services is set to escalate the monthly subscription cost of specialised viewership ratings data by at least 10-15 per cent as rivals TAM (Television Audience Measurement) and Audience Measurement and Analytics Ltd (aMap) fight for market share.
Television ratings data are subscribed by the 80-odd advertising agencies and 40-odd broadcasters to monitor the viewership and advertising spot trends. The data indicate the success or failure of television shows or channels based on viewership numbers. The data is crucial for the allocation of the advertising budgets of over 200 companies worth over Rs 7,500 crore.
Currently, the broadcasters and the advertising agencies
