MxMIndia

Category: TAM

  • As per TAM data, the highest genre share of news channels in the period 2001 to 2012 was for the Mumbai terror attacks coverage in 2008

    News channels maxed with Mumbai terror attack coverage: TAM data

    By Our Research Associate

     

    It’s not a distinction that we are all too happy about, it’s data that cannot be ignored.

     

    In the period 2001-12, the Mumbai terror attacks story gained maximum viewership as per TAM data made available to MxMIndia.

     

    These are All-India figures and include regional news and it is for the target audience being CS 4+ years (Cable-Satellite, above 4 years).

     

     

    While Mumbai terror attack saw news channels score a genre share of 17.81 percent, the Anna Hazare fast agitation was second with 13.53 percent. The plane crash which led to the death of Andhra Pradesh Chief Minister YSR Reddy is third with 12.31.

     

    What has emerged from these numbers is that all news events that spread over a period of time generated more eyeballs. For instance, in the case of the news around the passing of Shiv Sena head Bal Thackeray last year, the news channel coverage lasted a day and a half. The coverage on the Mumbai terror attacks was spread over four days and it went on for much after that. Ditto with the YSR Reddy plane crash.

     

    Interestingly, the Gujarat riots of 2002 does not figure in this table, whereas the World Trade Centre attack in September 2001 does have fair viewership.

     

  • The TAM data for Week 47 came in today: Star Plus is the #1, Colors #2 and Zee #3. Life OK is #4, Sab at #5 and Sony at #6.

    Sony still at #6 among Hindi GECs. Star Plus #1, Colors #2, Zee #3

    The table below. tells you the story. As per TAM, Week 47 of the calendar year saw Star Plus as the #1, Colors #2 and Zee #3. Life OK is #4, Sab at #5 and Sony at #6.

     

    Please note that these numbers haven’t come in from TAM, but from a source we trust and is reliable. Readers are requested to verify the data before making any decisions.

     

     

    Channel

    Gross Viewership in Millions
    Star Plus

    560
    Colors

    513
    Zee TV

    433
    Life OK

    335
    SAB

    308
    Sony

    269
    Star Utsav

    98
    Sahara One

    30

     

     

  • Sony Entertainment Television's gross viewership ratings in Week 48 of this calendar year, as per TAM, is at a lowly 238987. Colors is twice that at 478534.

    Sony’s slide unabated. Now Colors at #2 is twice gross viewership of SET

    By A Correspondent

     

    It’s a story that saddens our heart. Sony Entertainment Television, the Hindi general entertainment channel with spunk, the channel that’s got in some really top programming like CID, Indian Idol, Crime Patrol and even Kaun Banega Crorepati (though not this season), continues to have awful ratings.

     

    Its gross viewership ratings in Week 48 of this calendar year, as per TAM, is at a lowly 239 million. To be precise 238987. Colors is at 479 (or precisely 478534). And Star Plus way ahead at 548 (548331).

     

    This is how the ratings numbers stood (in million)

    Star Plus              548         (560)

    Colors                479         (513)

    Zee TV                 449         (433)

    Life OK                 334         (335)

    SAB                       269         (308)

    Sony TV                239         (269)

     

    The figures in brackets are those for last week (Week 47). It may be noted that TAM does not (or is not allowed to) share viewership numbers with the media. So we rely on what is dished out to us by some subscribers. Consequently, we can’t vouch for the authenticity for these numbers with a ‘sar pe haath rakh kar’, but we trust the source reasonably.

     

  • While Star Plus continues to be numero uno, Zee gets ahead of Colors for the #2 slot in Week 49 amongst Hindi GECs

    In Week 49, Zee is at #2

    By our Research Associate

     

    While Star Plus continues to be numero uno, Zee gets ahead of Colors for the #2 slot in Week 49 amongst Hindi GECs.

     

    The following are the numbers:

    Star Plus            561197 (548331)

    Zee TV               479878 (448553)

    Colors                456302 (478534)

    Life OK               325066 (334327)

    SAB                     260862 (269269)

    Sony                   241395 (238987)

     

    Figures in brackets indicate viewership numbers for the previous week. Note these numbers have not been sourced from TAM but they are sourced from a TAM subscriber which is very reliable.

     

  • While Star Plus continues to be numero uno, Colors gets ahead of Zee for the #2 slot in Week 50 amongst Hindi GECs

    In Week 50, Colors is No 2 Hindi GEC

    By our Research Associate

     

    It’s a game of yo-yo at the top.

     

    So, last week, Zee was No 2 and Colors has marched ahead in Week 50 of the calendar year.

     

    Star Plus is still the numero uno Hindi GEC. All of this is as per TAM ratings revealed to us, not directly by TAM which has been restrained by the powers that be to give the media get a first-hand update on weekly ratings. Instead we have to get it from our friends who share the info. It’s reliable but, then, we haven’t got it from TAM.

     

    The following are the numbers:

    Star Plus              579 {561} (548)

    Colors                   449 {456} (479)

    Zee TV                  439 {480} (449)

    Life OK                 313 {325} (334)

    SAB                        291 {260} (269)

    Sony                       267 {241} (239)

     

    Figures in brace brackets indicate viewership numbers for last week {Week 49} and in regular brackets for the previous week (Week 48).

     

  • In Week 51 of 2013, Star Plus is the No 1 Hindi GEC followed by Colors at No 2 and Zee TV at No 3

    Colors continues run as No 2 Hindi GEC in Week 51

    By our Research Associate

     

    It’s a status quo of sorts. Colors stays on as the No 2 Hindi GEC. Star Plus is still the numero uno Hindi GEC.

     

    As always, the TAM ratings have not been revealed to us by TAM which has regrettably been restrained by the powers to give the media a first-hand update on weekly ratings. Instead we have to get it from our friends who share the info. It’s reliable but, then, we haven’t got it from TAM.

     

    The following are the numbers:

    Star Plus              599 [579] {561} (548)

    Colors                  488 [449] {456} (479)

    Zee TV                 409 [439] {480} (449)

    Life OK                 326 [313] {325} (334)

    SAB                      309 [291] {260} (269)

    Sony                     255 [267] {241} (239)

     

    Figures in square brackets indicate viewership numbers for last week [Week 50], in brace brackets for the previous week {Week 49} and in regular brackets for the week before that (Week 48).

     

     

     

  • The headline is pretty explanatory, but here's it again: Star Plus closed 2013 with 606 mn viewers. There were big gains for Colors as Sab reverted to the #4 slot

    Star Plus closes 2013 with 606 mn viewers. Big gains for Colors as Sab is #4

    The figures in the table below tell the story. These are for Week 52 and 51 of the year 2013 as per measurement agency TAM. However, the information we have received is not from TAM, but from a friendly subscriber. So, please do verify these numbers before making all-important decisions.

     

     

    Viewership in million
    Channel Week 52 Week 51
    Star Plus

    606

    599
    Colors

    527

    488
    Zee TV

    431

    409
    Sab

    330

    309
    Life OK

    324

    326
    Sony (SET)

    272

    255
  • The headline is self-explanatory, but here’s it again: Star Plus started 2014 with 647 mn viewers. Colors and Zee are No 2 and 3 respectively

    Star Plus starts year with 647 mn viewers. Colors, Zee at #2 and #3

    The figures in the table below tell the story. These are for Week 1 of 2014 and Week 52 of 2013 as per measurement agency TAM. However, the information we have received is not from TAM, but from a friendly subscriber. So, please do verify these numbers before making all-important decisions.

     

     

    Viewership in million  
    Channel Week 1 Week 52
    Star Plus

    647

    606
    Colors

    522

    527
    Zee TV

    449

    431
    Sab

    361

    330
    Life OK

    323

    324
    Sony (SET)

    266

    272

     

     

     

  • Does the cabinet approval for the TRAI guidelines mean the end of the way TAM is owned or run currently? Perhaps. An analysis + TRAI guidelines

    What next for TAM?

     

    By Pradyuman Maheshwari [updated]

     

    Is it a cul de sac for TAM? Was the cabinet approval for the TRAI guidelines the final nail on TAM’s 15-year-plus existence?

     

    Created by a decision of the Joint Industry Body way back in 1998 with stakeholders Indian Society of Advertisers (ISA), Indian Broadcasting Foundation (IBF) and the Advertising Agencies Association of India (AAAI) agreeing to back the body. For a while, there was an alternative in the form of aMap, but that fizzled out thanks to a lack of patronage.

     

    Had aMap existed today, one wouldn’t be sure of its future because it always quoted a consortium of unnamed investors as its primary owner.

     

     

    Policy Guidelines for Television Rating Agencies in India

     

    The Union Cabinet today approved the proposal of the Ministry of Information and Broadcasting for bringing out a comprehensive regulatory framework in the form of guidelines for Television Rating Agencies in India. These guidelines cover detailed procedures for registration of rating agencies, eligibility norms, terms and conditions of registration, cross-holdings, methodology for audience measurement, a complaint redressal mechanism, sale and use of ratings, audit, disclosure, reporting requirements and action on non-compliance of guidelines etc. The proposal is based on recommendations made by the Telecom Regulatory Authority of India (TRAI) on “Guidelines for Television Rating Agencies” dated 11th September, 2013.

     

    Based on the recommendations of TRAI, comprehensive policy guidelines for television rating agencies have been formulated.

     

    Salient features of these guidelines are as follows:

    • All rating agencies including the existing rating agencies shall obtain registration from the Ministry of Information and Broadcasting.

     

    • Detailed registration procedure, eligibility norms, terms and conditions, cross-holding norms, period of registration, security conditions and other obligations have been delineated.

     

    • No single company / legal entity either directly or through its associates or interconnect undertakings shall have substantial equity holding that is, 10 percent or more of paid up equity in both rating agencies and broadcasters/advertisers/advertising agencies.

     

    • Ratings ought to be technology neutral and shall capture data across multiple viewing platforms viz. cable TV, Direct-to- Home (DTH), Terrestrial TV etc.

     

    • Panel homes for audience measurement shall be drawn from the pool of households selected through an establishment survey. A minimum panel size of 20,000 to be implemented within six months of the guidelines coming into force. Thereafter the panel size shall be increased by 10,000 every year until it reaches the figure of 50,000.

     

    • Secrecy and privacy of the panel homes must be maintained. 25 percent of panel homes shall be rotated every year.

     

    • The rating agency shall submit the detailed methodology to the Government and also publish it on its website.

     

    • The rating agency shall set up an effective complaint redressal system with a toll free number.

     

    • The rating agency shall set up an internal audit mechanism to get its entire methodology/processes audited internally on quarterly basis and through an independent auditor annually. All audit reports to be put on the website of the rating agency. Government and TRAI reserve the right to audit the systems /procedures/mechanisms of the rating agency.

     

    • Non-compliance of guidelines on cross-holding, methodology, secrecy, privacy, audit, public disclosure and reporting requirements shall lead to forfeiture of two bank guarantees worth Rs. one crore furnished by the company in the first instance, and, in the second instance shall lead to cancellation of registration. For violation of other provisions of the guidelines, the action shall be forfeiture of bank guarantee of Rs. 25 lakh for the first instance of non-compliance, forfeiture of bank guarantee of Rs.75 lakh for the second instance of non compliance and for the third instance, cancellation of registration.

     

    • 30 days time would be given to the existing rating agency to comply with the guidelines.

     

    • The guidelines would come into effect immediately from the date of notification.

     

    The Guidelines for Television Rating Agencies in India are designed to address aberrations in the existing television rating system. These guidelines are aimed at making television ratings transparent, credible and accountable. The agencies operating in this field have to comply with directions relating to public disclosure, third party audit of their mechanisms and transparency in the methodologies adopted. This would help make rating agencies accountable to stakeholders such as the Government, broadcasters, advertisers, advertising agencies and above all the people.

     

    Background:

    Television Rating Points (TRPs) have been a much debated issue in India since the present system of TRPs is riddled with several maladies such as small sample size which is not representative, lack of transparency, lack of reliability and credibility of data etc. Shortcomings in the present rating system have been highlighted by key stakeholders that include individuals, consumer groups, government, broadcasters, advertisers, and advertising agencies etc. Members of Standing Committee on Information Technology had also expressed concern over the shortcomings.

     

    In 2008, the Ministry of Information & Broadcasting (MIB) had sought recommendations of TRAI on various issues relating to TRPs and policy guidelines to be adopted for rating agencies. TRAI, in its recommendations in August 2008, had amongst other things recommended the approach of self-regulation through the establishment of an industry-led body, that is the Broadcast Audience Research Council (BARC).

     

    The Ministry had constituted a Committee under the Chairmanship of Dr. Amit Mitra, the then Secretary General FICCI, in 2010 to review the existing TRP system In India. The committee also recommended that self-regulation of TRPs by the industry was the best way forward.

     

    Since, the BARC could not operationalise the TRP generating mechanism, the Ministry of Information & Broadcasting sought recommendations of TRAI in September 2013 on comprehensive guidelines/accreditation mechanism for television rating agencies in India to ensure fair competition, better standards and quality of services by television rating agencies. TRAI recommendations on Guideline for Television Rating Agencies were received in September 2013. While supporting self-regulation of television ratings through an industry-led body like BARC, TRAI recommended that television rating agencies shall be regulated through a framework in the form of guidelines to be notified by MIB. It also recommended that all rating agencies, including the existing rating agency, shall require registration with MIB in accordance with the terms and conditions prescribed under the guidelines.

     

    Source: Press Information Bureau website – pib.nic.in

     

    The problem with the TRAI guidelines for TAM is its ownership – TAM is a 50-50 jv between Nielsen and Kantar Media Research. The third point on the cabinet approved TRAI guidelines is very clear on the ownership issue. “No single company / legal entity either directly or through its associates or interconnect undertakings shall have substantial equity holding that is, 10 percent or more of paid up equity in both rating agencies and broadcasters/advertisers/advertising agencies,” it says.

     

    With Kantar being owned by WPP which in turns owns Group M, Ogilvy, JWT and a host of advertising and marketing services firms in India, there’s little that TAM can do.

     

    Perhaps not. For, as they say in India, for every law, there’s a mother-in-law, brother-in-law, and son-in-law. So Kantar can retain a 9.9 percent stake and the rest of the 40.1% can be bought by one or multiple entities, who can then have some longwinded alliance or consulting arrangement with one of the many WPP group entities.

     

    For instance, MxMIndia could own the 40.1 percent stake and then MxM can retain Ogilvy, or JWT or whatever for creative services. Or the 40.1 percent stake could be owned by a Trust… TAM could seek inspiration from the ownership of other similar moves made in the past.

     

    What’s happened though is unfortunate. By giving the government a handle to police it, the broadcast ecosystem has had it. The development also shows that the broadcasters may seem more powerful but can’t keep off the government from interfering in its affairs. It may be remembered that until last year, the print readership study was undertaken by Hansa, which is owned by the RK Swamy BBDO and Hansa group. This group also has interests in advertising and runs a media agency, but no one raised a question on the issue of ownership. Or even if people did, it wasn’t public and certainly didn’t call for a government intervention.

     

    Logically, the government ought to have no business to police the TV measurement business. An intervention should be necessary only if there’s a fraud and then the law enforcers – the courts and the cops can get into the picture.

     

    It will be interesting to see if an agency like Group M – which is owned by WPP – decides to say that it will have its own system of measuring TV audiences. It’s unlikely that it will do it as Hindustan Unilever, one of its main clients, is a key member of the ISA and a senior HUL executive is a member of the BARC technical committee for the new audience measurement system. Also, an HUL may not want to take on the government for its own business reasons.

     

    The clock may be ticking for TAM, but the next step in this drama is the notification of the guidelines. TAM could of course take the government to Court. In the event that the notification happens and TAM doesn’t take the government to court, it will need to do something about its ownership. And increase boxes from 9450 to 20,000 etc etc.

     

    There’s of course another all-important factor. From the reports we receive at MxMIndia, BARC has kind-of decided on awarding the critical tech contract to Mediametrie, the French industry body and a couple of other vendors. The deal may not have been signed, but it’s just a matter of tam, er, time. Nielsen had also made a fresh pitch at a lower cost, but the informal industry view was to think long-term and give the contract to Mediametrie.

     

    In that event, it may well be a cul de sac for the way TAM is today. Perhaps, like in the Hindi movies, it will need to be reborn as something else. Or wait for divine intervention.

    In the meantime, we hear of a pressure building within the industry of how the notification could impact broadcasting. The earliest the BARC-approved measurement system will come up is the second quarter of 2014. It will take a quarter or two for it to find stability and earn the confidence of the fraternity. Advertisers and broadcasters (and media agencies) can ill-afford a period of no measurement.

    That perhaps would do more harm to the industry than any other move to shore up the media ecosystem.

     

  • Week 2 of 2014 saw Zee rising to #2 with Sab and Life OK joint #4 in the weekly TAM ratings.

    Week 2 sees Sab and Life OK tie

    By A Correspondent

     

    Week 2 of 2014 saw some changes in the weekly TAM ratings. Zee rose to #2 and Sab and Life OK were joint #4.

     

    And even as Colors was #3, there’s reason for cheering in the camp as the fifth season of India’s Got Talent opened at 9.4 million.

     

    The rest is self-explanatory from the table alongside. As always, this info is based on what a little birdie from a TAM subscriber mailed us. Nothing official about it. But it’s reliable.

     

  • The order on the guidelines uploaded on the Ministry of Information and Broadcasting website is dated January 16 and it clearly states that the guidelines will come into force 30 days from the date of issuance

    The clock is ticking… Guidelines on TV audience measurement issued. 30 days wef Jan 16

    By A Correspondent

     

    Valentine’s Day this year is when the broadcast system may need to kiss the current audience measurement system goodbye. That is, if the government, the Courts or some divine power do not intervene. Or of course if TAM, the sole operator of the current audience measurement system, is unable to take some urgent measures to comply with the guidelines.

     

    There was a meeting with the Minister of Information & Broadcasting and officials of the ministry and key BARC functionaries in Delhi on Thursday (Jan 16) and even though Advertising Agencies Association of India President Arvind Sharma underscored the need to extend the deadline for the guidelines by five to six months, the Minister said there was not much he could do since the guidelines were being uploaded on the website and since the Cabinet had approved them, there’s little he could do in the matter.

     

    The order on the guidelines uploaded on the ministry website is dated January 16 and it clearly states that the guidelines will come into force 30 days from the date of issuance. The 30th day would be either February 14 or 15 given when the 30-day notice comes into force – from Jan 16 or 17.

     

    Meanwhile, the industry is bracing for a measurement-free era. While some of those who got the government to intervene have reason to wonder if they have scored a self-goal, the real worry is for broadcasters who could now face the heat from advertisers.

     

    The pressure is also on the stakeholder-led BARC to ensure timely delivery of its measurement system. It may be recalled that BARC spokespersons have promised the commencement of a new television audience measurement regime by the second quarter of 2014.

     

  • Even as TAM part-owner Kantar takes on the government, there's a possible solution to the mess – which ensures the guidelines are followed and there's no blackout period

    Ahead of litigation, TAM part-owner Kantar takes on govt + A possible solution to the mess

    By A Correspondent

     

    So now that it’s formal that TAM or either of its joint owners were not selected for the critical technology vendor, what’s the path ahead for the measurement body?

     

    Will it shut shop on February 14 or 15, after the completion of 30 days post the  guidelines were issued? Unlikely. In fact, in all likelihood TAM will take the government to Court (see our report: http://www.mxmindia.com/2014/01/as-time-ticks-on-measurement-guidelines-will-tam-take-mib-to-court/). However, according to information received by MxMIndia, the objective is first to put the pressure on the government and stakeholders through media that’s not unfriendly and some heavyduty lobbying.

     

    Text of the ‘advertorial’ ad inserted in some newspapers:

     

    The Fact about Television Audience measurement

    1. The government has issued guidelines regulating television rating agencies in India. These guidelines specify that no legal entity can have 10% or more equity in both rating agencies and advertising agencies. Moreover these guidelines impose a requirement on existing rating agencies to comply within 30 days and lays down penalties for non-compliance.

     

    2. ‘Television Audience Measurement’ is a service used by professionals in the broadcasting and advertising agency industry to measure the size of the audience for television channel or campaign.

     

    3. TAM Media Research (TAM) was created 15 years ago at the request of the Indian advertisers, advertising agencies and broadcasters. They suggested that Kantar and Nielsen – the two global leaders in television audience measurement – come together to form a joint research company to provide measurement data, using their global expertise and technology. The identity of the partner companies are displayed prominently on the TAM website. Together Kantar and Nielsen provide TAM services in about 70 countries across the world.

     

    4. TAM data is common ‘currency’ for television rating in India. Data is uniform and provided via TAM’s website: data is not customized for any individual customer.

     

    5. It is a myth that TAM is a monopoly. Over the last two decades, several companies provided TV measurement data and alternatives exist. However the fact that the data is a “currency” means that customers typically prefer to have one supplier. It is expensive to set up there are no legal or other factors preventing competition.

     

    6. The involvement of international parent company in TAM was demanded by Indian advertising industry: their expertise provides the latest technology, investment and expertise in television measurement. Over the 15 years of its existence, TAM and its shareholders have invested over Rs 150 crore in increasing the panel base, and improving the technology and infrastructure. This investment continues even today.

     

    7. Currently TAM covers a panel of 35, 000 individuals in 225 cities through 9,600 people meters, making India one of the 5 largest TAM panels globally. TAM, in consultation with the industry, is on course to achieve its target of 20,000+ meters.

     

    8. TAM’s methodology has been audited by independent academics from the University of Michigan. The general panel operations are audited by independent external consultants.

     

    9. TAM has also instituted the TAM Transparency Panel: this is constituted by five globally acclaimed independent media specialists who rigorously apply global best practices to verity TAM’s commitment to data quality, panel home security and resolution of customer grievances.

     

    10. No other market in which cross ownership exists, such as the UK, France and Spain, has imposed restrictions on cross ownership between market research agencies like TAM, and advertising agencies. Restricting Kantar and their associates from ownership of meaningful stake in a rating agency will deprive India of one of the leading global players in this area. It is and would be impossible with the ownership structure and the oversight of all stakeholders – broadcasters, agencies and advertisers – for any one stakeholder to influence the TAM rating that are produced by the system, nor would there be an incentive to do so.

     

    11. Implementing the guidelines on crossownership would leave the entire industry without ratings for most of 2014, a situation that no one who really cares about the media industry in India could possibly tolerate.

     

    Sample this from an interview of Eric Salama, chairman and chief executive of Kantar, to Shuchi Bansal of Mint: “In no other market in the world where the provider has an equity stake from broadcasters and agencies-such as UK, France, Spain-has this been raised as an issue. Even Mediametrie which is rumoured to be in conversation with Barc (Broadcast Audience Research Council) is partly owned by broadcasters and agencies. Will that be an issue for the government or Barc? They (Mediametrie) have no meaningful experience of operating outside France. And I understand they are about to lose the one minor contract they have outside France, that of Morocco. With all that, does it strike you as the choice for the future?” (see link: http://www.livemint.com/Consumer/pTUcSWMPOR5k TjDuHSk86I/
    New-guidelines-will-disqualify-TAM-Kantar-CEO.html).  Mr Salama acknowledges that TAM will be disqualified if the guidelines go through.

     

    In an interview with Anant Rangaswami for CNBC-TV18, Mr Salama was more direct:

    It’s not a good idea because it’s not something that is an issue in India, and it’s not an issue for us anywhere in the world. It’s a red-herring that has been introduced. Even one of the companies that BARC wants to work with, called Mediametrie, has got an ownership stake from Publicis and Omnicom. Now, I don’t think that Publicis and Omnicom’s ownership stake in Mediametrie affects what Mediametrie does from a professional point of view. And what TAM does is not affected by the ownership stake either. There is no country in the world which has got this kind of cross ownership. It’s going to limit competition; it’s going to mean the number of companies that are able to do it is much less. And it means that India isn’t getting the best in terms of what’s available from around the world. (See link: http://www.firstpost.com/brands/kantars-eric-salama-wouldnt-be-good-for-tv-ratings -collapse-in-india-1348739.html?utm_source=ref_article)

     

    A quick look at Mediametrie’s shareholding did indicate a stake that Publicis has in it, but it’s below 10 percent, that’s permissible by the Government of India guidelines (see link: http://www.mediametrie.com/mediametrie/pages
    /capital-and-shareholders.php?p=10,88,86&page=26).

     

    What’s the way out of the mess: A senior industryperson who spoke to MxMIndia insisting anonymity indicated that the guidelines concern only the vendor entrusted with the measurement responsibility. In the proposed scenario, BARC is the measurement body which will subcontract the measurement task to multiple bodies. Hence, BARC can even entrust the task of measurement in the interim to TAM which can undertake the task in its guidance.

     

    That way, the guidelines will be followed to the T, and the industry will have no blackout zone.  This will allow ease of entry to the new measurement regime.  Since the proposed audience measurement system is not plug-and-play as in there is no integrated solution and BARC will need to deal with multiple vendors and put the jigsaw together, a TAM-administered system allows for some respite and a no-blackout period.