Broadcasters feel that investing in landing page is still a genuine marketing activity and it is business as usual for them.
According to a media manager, “Channels believe that BARC’s outlier policy for landing page is arbitrary, discriminatory and illegal. BARC has claimed at forums that they do not have access to landing page data, and that for some channels, they make manual changes. Such moderations on assumptions which are not transparent are open to abuse and prejudicial to the interest of the industry.”
He added: “Landing page is a genuine marketing activity, just like any other activity carried out by broadcasters to increase its reach and viewership. It is clear that BARC’s outlier policy is distorting the big ratings picture for the entire industry. We will take this up at the highest levels and continue our fight against this malpractice.”
The recent TDSAT’s decision to set aside TRAI’s directions around landing page only seems to have brought the issue under light and opened up a Pandora’s Box of confusion, controversy and debate.
Broadcasters and DPOs are still continuing with landing page deals as the ball has been put by TDSAT in BARC’s court to decide how they will separate landing page with normal placement.