The Union Information & Broadcasting Ministry has issued a notice to Chrome Data Analytics and Media (ChromeDM) demanding that the agency withhold releasing its ratings on viewership of TV channels.
In a letter dated 31st July 2023, the Ministry has communicated to ChromeDM that a complaint has been received by the Ministry stating that M/s Chrome Data Analytics and Media (CDAM) was engaged in releasing ratings data and widely advertising it for commercial use without being registered as a TV rating agency.
ChromeDM has recently started releasing data on digital viewership of TV channels covering live TV concurrency on YouTube and other digital platforms.
The letter issued by the I&B Ministry said: “The matter has been looked into by the Ministry and it is to inform that this Ministry has issued ‘Policy Guidelines for Television Rating Agencies in lndia’ dated 16.01 2014 (copy enclosed) which prescribes that all rating agencies shall require registration from the Ministry for carrying out audience measurement. Further, the said Guidelines also prescribe detailed methodology for sample selection, data analysis, disclosure norms, grievance redressal, reporting requirements etc. However, M/s Chrome Data Analytics and Media is understood to be releasing and commercially utilising rating data for TV channels without being registered as a rating agency which, prima-facie, is in violation of the said Guidelines.”
Following evaluation of the complaint, the Ministry has directed ChromeDM to withhold commercial utilisation of the data related to TV channels. It also advised that the agency could submit an application if it wished to get registered as a rating agency.
“lf ChromeDM does not agree with the above said directions, it may represent to the Ministry within fifteen days giving a detailed explanation as to how the provisions of the TRP Policy guidelines are not being violated by the company” concluded the letter.
Recently MediaNews4U reported that the I&B Ministry was likely to issue a show cause notice to unauthorised TV viewership measurement entities.
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