TRAI issues consultation paper on ‘Review of Television Audience Measurement and Ratings
TRAI has suo-motu floated this consultation paper for seeking comments of stakeholders on the issues related to review of existing system.
The Telecom Regulatory Authority of India (TRAI) has released a consultation paper on "Review of Television Audience Measurement and Ratings in India".
In 2012 MIB sought recommendations of TRAI for laying down comprehensive guidelines/accreditation mechanism for Television rating agencies in India to ensure transparency and accountability in the rating system.
After an exhaustive consultation process TRAI gave its recommendations on "Guidelines/Accreditation Mechanism for television ratings Agencies in India" to MIB on 13th September 2013. The Authority supported self regulation of television ratings through an industry led body like Broadcast Audience Research Council (BARC). TRAI recommended comprehensive guidelines for registration of television rating agencies.
MIB accepted TRAI recommendations and notified Policy Guidelines for Television Rating Agencies in India on 10 January 2014. Under these guidelines, the industry-led body BARC was accredited by MIB on 28th July 2015, to carry out the television ratings in India. BARC commenced its operations in 2015 and since then it is the sole provider of TV rating services on commercial basis.
Several concerns relating to neutrality and reliability of the existing rating system have been raised by stakeholders, which necessitated a need to review of existing Television Audience Measurement and Ratings system in India. Accordingly, TRAI has suo-motu floated this consultation paper for seeking comments of stakeholders on the issues related to review of existing system.
"TRAI had called a meeting on 22nd October which had representation from broadcasters (news and non-news), advertisers, agencies as well as BARC India. The meeting was called for TRAI to understand if the current measurement system is good enough and if there is a need for another system. To this, broadcasters attending the meeting said that while there could be improvements in the sample size and measures to curb panel tampering, there is no need for any other measurement system. stakeholders also told TRAI that since the industry had invested in a robust technology while setting up BARC, they should invest more in the current system itself to ensure that it could be improved," said an industry source.
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