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Current TV ratings are no longer an adequate indication of how viewers relate to the medium: Lynn de Souza

08-September-2005
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Current TV ratings are no longer an adequate indication of how viewers relate to the medium: Lynn de Souza

The Media Research User’s Council (MRUC) is hosting a User Body Meet, which would deliberate and debate on the present television ratings systems. Expressing that MRUC was keen to pioneer new research into television, Lintas Media Group’s Lynn de Souza said that the meet was for inputs and suggestions, which would provide crucial learnings for future trends and necessary changes in the ratings system.

The User Body Meet is scheduled for September 9. The panelists include Nabankur Gupta, Arvind Sharma, Roda Mehta, besides de Souza.

Giving the rationale on the need to delve on TV ratings system, de Souza, Member, Board of Governors, MRUC and Director, Media Services, Lintas Media Group, said, “MRUC believes that the current television ratings are no longer an adequate indication of how viewers relate to the medium.”

Explaining this point further, she said, “The television landscape in the country is ever changing. Perhaps there is no other country in the world that can mirror the complexities that India provides – with over 500 channels: national, regional, local, terrestrial, cable, DTH, etc, and that too in several languages.”

She elaborated that it was expected that access to television, for both advertisers and viewers, was likely to undergo significant changes in the coming year. At the same time, the revenue and delivery models employed by the networks was also likely to explore hitherto unfamiliar territory.

Time and again and on various forums, the Indian television industry has pointed out the dissatisfactions on the television ratings front in the country. At present, the space has two players – TAM Media Research, which is a dominant player in the space, and an arguable newcomer, aMap. Combating all kinds of questions from the industry, TAM has always taken elaborate steps to accentuate credibility in its numbers.

Even though these steps haven’t wiped off doubts from the industry’s mind, TAM’s efforts have allowed decisions worth crores of the advertiser’s money to be based on these ratings.

Nonetheless, given MRUC’s expertise in the research area and its wherewithal to initiate such research, the industry would consider this initiative seriously.

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