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Using TRPs to Win: Of television viewing and the numbers game

11-August-2007
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Using TRPs to Win: Of television viewing and the numbers game

The first session of the seminar ‘Using TRPs to Win’, organised by ITA and TAM in Mumbai on August 10, saw industry experts discuss various issues pertaining to viewership and the relevance of content. The panelists also discussed possibilities and means of attaining high TRPs.

Panelists also cited important examples of how changes in content, backed by high drama and emotions, influenced overall viewership. Instances like the Prince episode, the Bob Woolmer case, the office of profit controversy, and in the context of TV soaps examples like ‘Jassi Jaisi Koi Nahi’, which gained maximum viewership after the protagonist’s makeover, and lower TRP for ‘Kyunki Saas Bhi Kabhi Bahu Thi’ after Smriti Irani quit the soap, were some well-known examples cited to demonstrate how high drama with emotions and change in content affected high fluctuations in TRPs.

While discussing the reach of the TRP system, the panel agreed that the current mechanism wasn’t good enough to measure audiences from the rural areas. Another constraint that they pointed out was the manner in which TRPs reflected the viewerships of niche channels.

The panelists also mooted the need for a measurement tool that would suffice on all platforms, including mobiles and iPods. The panelists also talked about viewership pertaining to DTH and IPTV platforms.

On the advertisers’ front, the panel concluded that ad spends would go in a direction where there would be value for content, and not just TRPs.

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