By A Correspondent
The Telecom Regulatory Authority of India (TRAI) has released a consultation paper on ‘Guidelines/Accreditation Mechanism for Television Rating Agencies in India’. The Minisgtry of Information and Broadcasting MIB has sought TRAI’s recommendations for laying down comprehensive guidelines and an accreditation mechanism for TRP (Television Rating Points) rating agencies in India to ensure transparency and accountability in the rating system.
A release from the TRAI said that since TRP ratings indicate the popularity of a channel or a programme and assists advertisers, broadcasters and advertising agencies in making business decisions. Better ratings would promote a programme/channel while poor ratings will discourage a programme/channel or content. Incorrect ratings will lead to production of content which may not be really popular while good content and programmes may be left out. Therefore, there is a need to have an accurate measurement and representative television ratings for the programmes.
The importance of a credible, transparent and representative television audience measurement system is recognized the world over. At present television rating in India is being done by only one agency and issues related to credibility and transparency of the ratings services in India has been raised by certain stakeholders.
The key issues discussed in the consultation paper pertain to:
Establishing an accreditation mechanism for the rating agency
Methodology of audience measurement
Sample size
Secrecy of sample homes
Cross holding between rating agencies and their users
Complaint redressal
Sale and use of ratings
Disclosure and reporting requirement
Audit competition in rating services
Written comments are invited from the stakeholders by May 9, and counter-comments by May 16.