When the cat is away..... Thanks to the process of digitisation in metros, TV ratings will not be released for two months, a move welcomed by producers

When the cat is away.....

Thanks to the process of digitisation in metros, TV ratings will not be released for two months, a move welcomed by producers

The opening ratings for the big-ticket Salman Khan show Bigg Boss aren’t out. Nor are the numbers for last week’s Kaun Banega Crorepati. Starting this week, TAM (Television Audience Measurement) has stopped releasing viewership data for all markets due to the process of digitisation in four metros, according to industry sources. The decision was taken late Tuesday night after the three industry bodies — Indian Broadcasting Foundation (IBF), Advertising Agencies Association of India (AAAI), and Indian Society of Advertisers (ISA) — reached a consensus. The TRPs (Television Rating Points) will not be available for two months starting October 7 to December 8, said sources. However, the deferred data will be released on December 19 along with the data for December 9 – 15. Simply put, channels, producers and actors whose life revolves around TRPs that are out every Wednesday can heave a huge sigh of relief. No longer do they have to depend on the weekly results of their performance, which is paramount for advertisers in deciding which shows they want to put their money on. The biggest beneficiaries of this move will be the new shows that are being launched in this period as well as those that have been registering low TRPs for some time. Says producer JD Majethia, “At least for two months, we don’t have to bother about ratings and will be free to concentrate on our creative conviction. We can experiment to our heart’s content. But two months later we will have to be prepared for a roller coaster ride because when the accumulative ratings come, I am sure serials that haven’t performed well will be axed within 15-20 days! I am also tightening my seat belt but it sure will be an exciting journey!” Producer Dheeraj Kumar echoes the sentiment. “Though they will be happy now, as there are no results (ratings), they have to be prepared to face tough times later.” Producer Sumeet Mittal, on his part feels that two months is a long period. “Since there really is no other measuring system in place, it will cause some anxious moments.” However, Sukesh Motwani, Fiction Head, Zee says that they always have a creative ear to the ground. “We have our own ways of internal assessment. For me, as a broadcaster, nothing will change. We will continue with our high points in serials. For instance, since the last couple of weeks, there has been an improvement in the ratings of Rab Se Sona Ishq which is registering around 2, but even before the ratings came, I knew it had improved because of the feedback I was getting internally.” In any case, producers are unanimous in their opinion that this is a great time. “This is the first time in my career that I don’t have to look at ratings. The pressure will be off for two months,” smiles Rajan Shahi. Industry observer Anil Wanvari, avers, “It’s party time all round. Producers will create content close to their heart and not close to the ratings.”