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New Delhi, Jul 24: Paying heed to industry’s concern over government regulation in the rating business, the Telecom Regulatory Authority of India (Trai) has favoured self-regulation, but with a role for government to play. In its recommendations on Thursday, Trai suggested to depute the industry initiative—Broadcast Audience Research Council (BARC)—formed on the lines of Media Rating Council (MRC) of USA as the institutional framework.
BARC, a non-profit company currently constituting of all stakeholders in the rating business—Indian Broadcasting Foundation (IBF), Assosiation of Advertising Agencies of India (AAAI) and Indian Society of Advertisers (ISA), is expected to launch its services soon. Trai has held that BARC board of directors should also have two nominees from the ministry of information & broadcasting (I&B).
A proposed technical committee within BARC, which has the mandate to decide the sample size, should comprehensively address different platforms— Prasar Bharati channels, cable and satellite platforms, rural and urban areas. Also, all states should include nominees from the ministry of statistics and programme implementation, National Council of Applied Economic Research (NCAER) and Indian Statistical Institute (ISI), Kolkata.
The regulatory body has held that BARC, which must initiate its services by January 2009, should not undertake audience measurement directly and conduct an open, transparent bidding process for the various stages involved in the rating process. The ministry has been asked to chalk key eligibility and performance obligation norms for the rating agencies. Trai recommendations also envisage a MoU to be signed between I&B ministry and BARC to decide on the organisational structure, functions and methodology.
According to the broadcast regulator, no single company/ person, either directly or through its associates shall have equity holding of over 10% in more than one rating agency. Also, no broadcaster, advertiser or advertising agency shall have stake in rating agencies. Trai has recommended comprehensive mandatory audit of the rating system be carried out by independent qualified auditing firms having experience of TV ratings audit conducted at least once in three years.
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