Real-time TRP rating starts with DTH viewers
The agency will follow it up by bringing in real time TRP measurement in the country, albeit for a premium customer segment in the initial stages.
Originally it was the Broadcast Audience Research Council (Barc), a non-profit company floated by stakeholders in the audience rating sector (AAAI-Advertising Agencies Association of India, ISA—Indian Society of Advertisers and IBF—Indian Broadcasting Foundation), which had planned to launch real time monitoring by October.
However, soon after the broadcast regulator Telecom Regulatory Authority of India (Trai) recommended a changed mandate for Barc suggesting it to become the guardian and supervisor of the rating industry instead of launching itself as a player, the plans got deferred. At present the information and broadcasting ministry is deliberating upon the recommendations of Trai.
On its foray into tracking the DTH households, Amit Verma, CEO, aMap told FE, “The technology of measurement that we plan to bring in involves exclusive panel of DTH households and is not just an add on measurement technique.”
Verma added the meters being developed in-house would be dynamic enough to capture the changing landscape of DTH sector. The sector, which currently caters to approximately 9 million households, is slated to serve 19 million households by
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