Multiple Agencies Allowed to Participate in Television Ratings
Television viewing habits in India are rapidly evolving, with audiences increasingly turning to smart TVs, mobile applications, and online streaming platforms alongside traditional cable and DTH services. However, the current system for measuring viewership, known as Television Rating Points (TRP), struggles to keep pace with these changes. In response, the Ministry of Information and Broadcasting has proposed amendments to the Policy Guidelines for Television Rating Agencies, aiming to modernize and democratize the television audience measurement landscape in India.
Need for a More Representative and Modern TRP System
India boasts around 230 million television households, yet the existing viewership data is derived from only about 58,000 people meters. This limited sample size represents a mere 0.025% of total TV homes, raising concerns about its ability to accurately reflect the diverse viewing preferences across various regions and demographics. The current audience measurement technology also fails to account for viewership on emerging platforms, such as smart TVs and mobile applications, which are gaining popularity among viewers. This disconnect between evolving viewing habits and the outdated measurement framework can lead to inaccuracies in ratings, potentially impacting revenue planning for broadcasters and advertising strategies for brands. Recognizing these challenges, there is a pressing need to enhance the television rating system to better align with contemporary content consumption patterns in a dynamic media environment.
Issues with the Current TRP System
The existing TRP system, primarily managed by the Broadcast Audience Research Council (BARC), faces several limitations. Firstly, BARC is the sole agency providing TV ratings, which restricts competition and innovation in the sector. Additionally, it does not track viewership from connected TV devices, despite the growing trend of audiences using such platforms. The previous policies also imposed entry barriers that discouraged new players from entering the TV ratings market. Furthermore, cross-holding restrictions prevented broadcasters and advertisers from investing in rating agencies, limiting the potential for improvement and modernization in the measurement process. These issues highlight the urgent need for reform to create a more inclusive and representative rating system.
Proposed Amendments to the TRP Guidelines
To address the shortcomings of the current TRP system, the Ministry of Information and Broadcasting has drafted key amendments to the existing guidelines. One significant change involves modifying Clause 1.4, which previously restricted companies from engaging in consultancy or advisory services that could create conflicts of interest. The new provision aims to simplify compliance while maintaining the integrity of the rating process. Additionally, the proposed amendments seek to eliminate restrictive clauses that have hindered new entrants into the TV ratings sector. By allowing multiple agencies to operate, the reforms aim to foster healthy competition, introduce new technologies, and provide more reliable and representative data, particularly for connected TV platforms. As viewing habits continue to evolve, it is essential that measurement practices adapt accordingly to ensure accurate ratings and improved infrastructure.
Invitation for Public Feedback
The Ministry has opened the floor for feedback from stakeholders and the general public regarding the proposed amendments. Interested parties, including viewers, broadcasters, and advertisers, are encouraged to share their thoughts within 30 days of the draft’s release. Feedback can be submitted via email to the Ministry at sobpl-moib[at]nic[dot]in. This initiative reflects the Ministry’s commitment to creating a transparent and inclusive process for shaping the future of television ratings in India. For those seeking more information, the official draft amendments and policy guidelines can be accessed through the Ministry’s website.
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