Top Story

Home >> Media-TV >> Article

MIB’s TRP Committee Report: aMap holds its ground

14-January-2011
Font Size   16
MIB’s TRP Committee Report:  aMap holds its ground

The recommendations submitted by the TRP Committee set up by the Ministry of Information & Broadcasting (MIB) on January 10, 2011, has directly impacted the two private agencies that currently undertake the monumental task of gathering viewership data on the television industry – TAM Media Research and Audience Measurement and Analytics, also known as aMap.

aMap’s USP lies in it being an overnight audience ratings service provider, as opposed to TAM Media Research, which releases data on a weekly basis. One of the recommendations listed in the Committee’s report state that “TRP announcements at very short intervals may lead to distortion in broadcasting behaviour and, therefore, TRP generation and announcement by the rating agencies, particularly for the news channels, should be done once a week with the possibility to increase the periodicity to a fortnight.”

Responding to the Committee’s recommendation, aMap stated that “less frequent information can make the market inefficient and make media buying more error-prone”. In an official statement to exchange4media, Raviratan Arora, Managing Director, Audience Measurement and Analytics, said, “If the news channels believe that distortions in their broadcasting behaviour are caused by the quicker availability of viewership data (because they all get caught in prisoners’ dilemma situations) and the only available solution is less or ‘less frequent’ data, then there is some merit to this proposition. I am assuming for the moment that the advertisers who pay for all the advertising are okay with less efficient media buying in order to stop the degeneration of content, and that less frequent data will really make our idiot-box look less idiot.”

TAM Media Research has welcomed the report as being “very constructive” and has already started working towards achieving the Peoplemeter sample size proposed by the Committee.

We asked aMap if they planned to introduce changes in their offered service as stipulated by the Committee. Arora elaborated further, “Finally, the costs of market inefficiencies is borne by consumers. Here, we (the industry and the government) are now trying to find out what is best for the helpless consumer – degenerate content with lower prices or hopefully better content with higher prices. We will soon find out where all this leads. Anything that leads to better metrics and more accurate information will be in the industry’s and ultimately, the consumers’ interest. We need to ensure that we accomplish all that we have set out to achieve with a sense of urgency. We (aMap) are ready to respond to every situation.”

Another recommendation states that “there should not be any cross-holding between the rating agencies and the broadcasters, advertisers and the advertising agencies to avoid conflict of interest.” aMap’s current ownership is largely held by Monterosa, a Switzerland-based private equity company that holds a 77 per cent share, while Indian founders and other individuals hold the remaining 23 per cent stake, of which the majority of the Indian stake is held by Arora.

 

Tags e4m

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

right
left
DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS

On his recent visit to India, Richard Glasson spoke about the critical elements that define modern marketing communication and the company’s vision for the Indian market

It's apparent that Maggi is changing the way it speaks to its customers especially with the recent ad to make kitchen space gender-neutral

The new TVC portrays repressive gender roles and tells us that there is no place for gender-based power games