New TV Rating System In The Making? TRAI Plans To Revamp Obsolete Process Of Audience Measurement

Swarajya Staff

Dec 06, 2018, 12:24 PM | Updated 12:24 PM IST

Representative image. (Santosh Harhare/Hindustan Times via Getty Images)
Representative image. (Santosh Harhare/Hindustan Times via Getty Images)

The telecom regulatory body of India, Telecom Regulatory Authority of India (TRAI) has published a consultation paper on ‘‘Review of Television Audience Measurement and Ratings in India’, Television Post has reported.

The objective of the paper is to pull in for the views of various stakeholders on measures needed to be taken by the regulatory to make television rating services more accurate and acceptable. The paper also checks out opportunities for using the latest technology to increase credibility, transparency, neutrality, and fairness of television rating in India.

TRAI says stakeholders have raised various concerns in relation of neutrality and reliability of the current system, resulting in a need to review the existing Television Audience Measurement and Rating system in India. The TRAI, through the consultation paper, is seeking comments on issues related to evaluating the current system from its stakeholders.

Before the consultation paper, the regulatory body held discussions with stakeholders to listen to their views on the current measurement system for viewership, and most of the broadcasters were believed to be satisfied with the Broadcast Audience Research Council (BARC). However, many pointed out that the existing system needs to be strengthened, so it is reliable and foolproof.

The TRAI is in need of new methods to minimise the relative errors of BARC. The TRAI, also states various news channels on TV, broadcast popular programmes out of their category or a different language for a while during the telecast, attracting more eyeballs and potentially affecting TV ratings.

The regulator of the telecom industry in India said using such methods help channels gain an unfair advantage over other channels. Stakeholders are invited to give written comments on the paper by 2 January 2019, and if have any counter comments, it needs to be submitted by 16 January 2019.

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