In an effort to take control of the television rating point (TRP) bedlam, the Media Research Users Council (MRUC) plans to monitor the television audience measurement done by the two television rating agencies TAM and INTAM. In a meeting held on September 7, advertisers, advertising agencies and broadcasters reached a consensus that MRUC should play a key role as a monitoring body for the television audience monitoring system.
Commenting on this, Nabankur Gupta, vice-chairman, MRUC, said that the council has volunteered because it is an independent body with no vested interests. And therefore, it would be in the interest of all, be it broadcasters, advertisers or advertising agencies, as most of them are already members of the MRUC.
Reacting to Gupta’s statement, AAAI's president, Ramesh Narayan, said: "I personally feel that there is no real need for any independent monitoring body. I think TAM is still very relevant. But if some people want to go ahead and create such a body, they are most welcome."
TAM's chief executive officer (media research), LV Krishnan was not even aware of such a meeting being held. TAM is supposed to have a meeting with AAAI on September 10 and with IBF on September 14.