The founder chairman of Centre for Media Studies is of the opinion that a complete new system of television viewership ratings with fresh benchmarks should be introduced to avoid rating fudge. He is in the favour of temporary scrapping of two agencies providing rating services -- Tam and INTAM. Instead a complete transparent system within a regulatory mechanism is needed to avoid television-rating fudge.
"This is the time for a radical view -- scrap both the services for a while -- debate and introduce new systems altogether with new benchmarks" Rao said.
Expressing concern over the proposed merger of Tam and INTAM to offer a single service, he said this could be detrimental to the objective of convergence era.
A single rating agency could be beneficial only after direct-to-home takes off in the country, he added.
With TRP leak set to crash advertising rates, Rao said FM radio could be the beneficiary.
There are over 7000 peoples metres in the country and Mumbai alone has over 600 of them.
The domestic advertising industry expressed its anguish over the disclosure of the household data as it relies on it for comparisons and spends approximately Rs 2,500 crores every year.