New Delhi: The Telecom Regulatory Authority of India (TRAI) had called for a meeting on 22nd October to understand if it needed to review the guidelines and if there was a need for a new system. To this industry stakeholders (IBF, NBA, AAAI and ISA representatives) said that the current system was good but certainly needed improvements. But the industry needs to invest more in improving the system.
Subsequent to the above meetings, TRAI has today released a Consultation Paper on “Review of Television Audience Measurement and Ratings in India”. Audience measurement implies the measurement of what is being viewed. On the basis of audience measurement data, ratings are assigned to various programmes on television. Television ratings in turn influence programmes produced for the viewers.
Concerns relating to the existing rating system raised by stakeholders has necessitated a need to review of existing Television Audience Measurement and Ratings system in India. Accordingly, TRAI has suo-motu floated this consultation paper for seeking comments of stakeholders on the issues related to review of existing system.
TRAI’s consultation paper is to now understand what are the changes that need to be brought in the system.
In 2012 MIB sought recommendations of TRAI for laying down comprehensive guidelines /accreditation mechanism for Television rating agencies in India to ensure transparency and accountability in the rating system. TRAI gave its recommendations on “Guidelines/Accreditation Mechanism for television rating Agencies in India” to MIB on 13th September 2013, after an exhaustive consultation process. The Authority supported self-regulation of television ratings through an industry-led body like Broadcast Audience Research Council (BARC).
MIB accepted TRAI recommendations and notified Policy Guidelines for Television Rating Agencies in India on 10th January 2014. Under these guidelines, the industry-led body BARC was accredited by MIB on 28th July 2015, to carry out the television ratings in India. BARC commenced its operations in 2015 and since then it is the sole provider of TV rating services on commercial basis.
The consultation paper with written comments from the stakeholders should reach by 2nd January 2019. Counter-comments, if any, may be submitted by 16th January 2019.