Top Story

e4m_logo.png

Home >> Media - TV >> Article

Govt may start its own TV ratings system, if impasse continues: Uday Varma

26-June-2013
Font Size   16
Share
Govt may start its own TV ratings system, if impasse continues: Uday Varma

The TAM ratings issue has seen lots of twists and turns in the recent weeks. With the deadlock still continuing, there are indications that the Government, which has so far remained an outside observer, might step in.

As reported by exchange4media earlier, the Broadcast Audience Research Council (BARC) is gearing up to put in place an alternate ratings measurement system in the first quarter of 2014. Besides, TAM and the Indian Broadcast Foundation (IBF) are likely to meet this week to resolve the ratings impasse.

Talking to exchange4media exclusively on the recent TAM vs broadcasters issue, Uday Varma, Secretary, Ministry of Information & Broadcasting (MIB) said, “If TAM continues to functions like this and BARC does not launch the alternative system, then I think the Government has to seriously think of doing something, including using legislation and putting in place a credible mechanism.”

Expressing his views on the current state of functioning, Varma said, “The fact remains that the current system of television ratings measurement is very faulty and that must be adjusted very quickly by the people who are really generating this.”

When asked what is needed to be done to make the system perfect, Varma replied, “The sample size has to be proportionate to the universe that you are taking, and it has to be statistically sound. Since you are not going to measure every household, therefore, you have to take a sample that is acceptable to all experts, and not necessarily only those experts whom TAM supports. The system has to be transparent.”

He further made it clear that BARC’s system would be rated on statistical parameters by a committee of independent experts, including Government representatives so that everybody agrees on the sample size and the number of people meters. Moreover, the confidentiality of the location of people meters will have to be assured.

When asked what steps the MIB has taken regarding the improper measurement system, Varma replied, “We have referred the matter to TRAI and have asked the regulator to give its recommendations and also provide guidelines that will be applicable to all credit ratings agencies – be it TAM, BARC or any other agency that comes into business.”
 

Tags Uday Varma

The popular channel from the Viacom18 ‘s umbrella MTV Indies, which aired music by independent artistes, was replaced by MTV Beats, a 24x7 Hindi music channel in 2016

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Over the last 12 years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh

As the brand sets its gaze towards the future, it was a clear direction to amplify the very feeling of this ‘attachment'

We list a few important stories that you may have missed in the week gone by