New Delhi: Any unaccredited agency or research platforms issuing TV measurement data or ratings including viewership numbers for internet connected TVs are likely to face the government action.
Taking a note of increased instances of mushrooming operators issuing TV data measurement reports or rating channels by aggregating their internet based viewership across various platforms, the government will soon take action against such unaccredited bodies who are issuing reports to the market and also overriding BARC’s authority, the only agency accredited for measurement of TV viewership.
The Ministry of Information & Broadcasting, Government of India requires all Television Rating Agencies in India to register themselves with the Ministry and follow the Policy Guidelines laid down by the Ministry in respect television ratings. In this regard, the “Policy Guidelines for Television Rating Agencies India” (“Guidelines”) state that all rating agencies, including the existing rating agencies, shall require registration from the Ministry of Information and Broadcasting in accordance with the terms and conditions prescribed under these guidelines.
Even for agencies that are registered, the Guidelines provide for strict conditions and obligations to be compulsorily met, including ensuring that ratings are tech-neutral and capture data across multiple viewing platforms including Cable TV, DTH, Terrestrial TV and online platforms, etc. Additionally, a number of other regulatory obligations are imposed on registered agencies.
Earlier the government had sent a show-cause notice to Airtel who was issuing measurement data for a certain band using return path data (RPD).
Clause 5.2.1 of the TRP Guidelines issued by the Information and Broadcasting minister includes “online platforms to be covered wherever feasible’. Under this section the Govt is planning to restrict the CTV viewership measurement offered by agencies.
