PAA Urges PEMRA to Reconsider Suspension of TAM Services
The Pakistan Advertising Association (PAA) has called on the Pakistan Electronic Media Regulatory Authority (PEMRA) to review its decision to suspend Television Audience Measurement (TAM) services provided by Medialogic for 30 days. The appeal was made through an official letter from PAA Chairman Ahmed Kapadia to the PEMRA Chairman.
The PAA stressed that TAM data is essential in guiding advertisers and broadcasters, with billions of rupees allocated monthly based on audience insights. The statement added that the absence of this data will create significant challenges for the industry, which is already navigating a precarious economic environment.
While acknowledging PEMRA’s concerns over compliance, the PAA urged the authority to adopt a pragmatic approach. “We acknowledge PEMRA’s concerns behind this decision. However, we respectfully request that Medialogic be allowed to continue sharing TAM data during this suspension period. This measure would provide the industry with much-needed stability while PEMRA addresses its underlying concerns,” Kapadia wrote.
Earlier this month, on December 3, PEMRA suspended Medialogic’s TAM services for a month, citing serious violations of regulatory guidelines. The authority alleged that the company relocated its technical setup without prior approval, a move deemed to hinder regulatory inspections. According to PEMRA, this breached Section 29 of the PEMRA Ordinance 2002 (Amendment Act 2023) and PEMRA’s TAM Rating Service Regulations 2018, amended in 2024.
The regulatory body also imposed a PKR 1 million fine on Medialogic, stating that the suspension was necessary to ensure compliance and accountability within the media rating system. PEMRA has further directed the submission of a detailed report on irregularities and corrective actions.
Photo source: PEMRA
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