Whether private broadcasters and advertisers like it or not, the government is going to get a direct say in the business of television ratings. It is not only going to review the existing system of TRPs, but it is also going to look for an active role for itself. This means, all the secrecy surrounding the TRP business may just get replaced by a transparent system, or so the government hopes. The broadcasters, advertisers and rating agencies are alarmed with the move as they see direct government interference in their private business. Well they should not be.
All private stakeholders should see this as a positive move. A government-backed TRP system in the future will help the advertisers, as it will throw up a transparent mechanism. The rating agencies will also find a role for themselves in the future TRP system, as it is specialised work that will require their necessary expertise and participation. The review of TRP system will encompass the entire methodology adopted by the existing systems of TAM and aMap, the two private TV measurement bodies. The government may just infuse funds to seed more people-meters?a device that captures the viewership data that ultimately helps in generating TRPs, something the private agencies could not do so far.
But the point of worry for the broadcasters is the linkage drawn by the government between TRP and the televised content. Broadcasters are alarmed that under the garb of putting a transparent system for TRP, the government may dictate the course of television content. The I&B ministry has assumed that misleading TRPs tend to adversely impact the viewers at large. Instead of keeping the broadcasters, advertisers and the existing ratings agency out of loop on the future TRP system, it will be prudent on the part of the government to take into confidence all the stakeholders. Lack of trust between the current ratings agencies and other stakeholders should be replaced by a transparent system of approaching a new TRP system. If the government demands transparency in the TRP business, it should start the process by adopting a transparent approach to any future TRP system.
ashish.sinha@expressindia.com