As per ISA advisory (dated 4 Feb), the consumption landscape is likely to shift due to the implementation of the new regulatory framework, which allows consumers to pick and choose channels of their choice without any interference from the distribution platforms.
ISA chairman Sunil Kataria said the tariff order will bring about a change in the manner in which consumers can subscribe to TV channels impacting on TV viewership data.
He said: “As TV is one of the largest medium to reach our consumers, we, from the ISA Executive Council and the ISA Core Media Committee, have been in active engagement with BARC Board, Technical Committee and NTO task force over the past few months to arrive at a way forward during this transition period.”
He further said: “Considering the fact that the TRAI new tariff order (NTO) is across India, its impact will be significantly different in each region given the varied distribution and broadcast landscape of each region.”
Kataria also pointed out that the tariff order, if implemented in true spirit, is likely to have a shift in channel availability and hence possibly consumption landscape also. We will need to give it some time to assess the impact.
He noted: “While the panel will continue to be representative during the transition period, however, the viewership data will not be usable given the challenges outlined. It will take a minimum of 6 weeks to assess the stability of the viewership numbers post the implementation of the NTO.,
Kataria said: “The ISA Executive Council, therefore, advises that the viewership data during the transition period should not be used for media planning, evaluation and buying perspectives. It should be noted that the variance in pre and post evaluations will be higher than the usual and will be highly unpredictable. Hence pre and post evaluation should be avoided for this period. ISA will work closely with BARC to confirm when the data becomes stable and usable for planning and buying.”