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New Delhi, Mar 28: Telecom Regulatory Authority of India (Trai) would soon be regulating the measurement of television rating points (TRP), which reflects the viewership pattern and market share of channels based on a sample of around 7,000 TVs in a few large cities across the country.
Since the TRPs influence the programme scheduling, content and often the pricing of channels, the information and broadcasting (I&B) ministry has asked the regulator to recommend a framework to be adopted by the rating agencies.
Currently there are two rating agencies, TAM and Audience Measurement and Analytics Ltd (aMap), and their operations are limited to a few large cities with a population of over 1 lakh. While TAM’s sample size is 7,000-metered homes, aMap’s is around 6,000 homes.
The core issue to be discussed in the consultation paper with the stakeholders is whether there is a need for some kind of governmental regulation for such television rating agencies, or whether such rating exercises should be left to the industry initiatives.
Nearly Rs 6,600 crore of airtime buying and selling is done by big media and corporate entities on the basis of TAM ratings. TRPs are used by media buyers, broadcasters, and media users. The government feels that in the present scenario it is the viewers’ interest which is lost, despite the viewers being the prime stakeholder.
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