The Indian Broadcasting Foundation (IBF) is likely to finalise a set of standards for calculating television ratings, at its board meeting to be held on Thursday. The committee comprising big broadcasters such as Sony, Zee and Doordarshan has prepared the broad framework, which would be discussed at the meeting.
At present thee are two research agencies – AC Nielsen and ORG Marg, which provide data on television ratings, popularly know as TAM and INTAM respectively. Initially IBF had considered appointing a single research to provide data. However with a merger announcement between the two groups internationally, it is only matter of time before the impact is felt in India.
Another aspect is the need to broaden the sample base to include the rural population. With penetration of cable and satellite (C&S) to smaller towns and even rural areas, this section has been not adequately covered.
The IBF had decided to come up with uniform guidelines as the two rating agencies cover different number of cities and each tracks different profile of people. Standardisation of the basic requirements will help in minimising conflicting data.