TRAI seeks views on TV ratings guidelines, accreditation

18 Apr,2013

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.

 

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