Govt moves ahead to bring accuracy in TV rating agencies

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New Delhi, Mar 28 (UNI) Keeping in view the importance of Television Rating Points (TRP) to broadcasters, media agencies and advertisers, the Telecom Regulatory Authority of India(TRAI) today released a consultation paper on 'Policy Guidelines for Television Audience Measurement/ Television Rating Points (TRP)'.

The TRPs are influencing the ad spending, programme scheduling, content and often the pricing of channels. They capture the viewership and market share of channels based on a sample of approximately 7,000 TV owning house-holds in select large cities with population more than one lakh.

In India, the TRP is currently carried out by two agencies.

Considering their impact on the broadcasters, advertisers and viewing public, accuracy of TRPs has assumed great importance So in view of that the Ministry of Information&Broadcasting had sought recommendations of TRAI on the system and framework of Television Ratings and the policy guidelines to be adopted for Rating agencies.

The Ministry felt there was the need for an appropriate framework which ensures transparency, independence of rating agencies and increased coverage reflecting the plurality of regions and viewership.

TRAI would look into the question of whether there was at all a need for the Government to regulate the system of Television Rating Points (TRP), or whether this should be left to be decided by industry initiative for the growth of the rating services. Comments from the stakeholders are also sought on some of the following issues:- Minimum coverage required over different platforms, rural and urban, all states including North-East and J&K, and Prasar Bharati channels; Standards/Norms to be followed by the rating agencies; Measures to encourage competition in rating agencies; Mandatory audits to be performed by independent auditors for validation of ratings, their qualifications, scope of such audit, and who should the auditors report to.


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