CASBAA, Asia?s apex association of cable, satellite, DTH and broadband networks, has become an active voice in the Indian broadcasting space. On the eve of its India Forum, Christopher Slaughter, its CEO, spoke to Ashish Sinha on the challenge of putting in place a transparent and credible rating mechanism as directed by the government and the overall regulatory environment. Excerpts:
What is CASBAA?s stand on transparency in audience measurement and reliable data?
CASBAA feels it is critical for the industry to have accurate, thorough and reliable data and audience measurement in each of the markets we represent in the region. It is also essential that access to the data?s full picture is provided to all relevant stakeholders in the industry.
What are the challenges faced by Broadcast Audience Research Council in the implementation of new audience measurement?
The challenges we face are the sheer size of India and its diversity of markets, which make ensuring accurate representation among all demographics and representative sample sizes difficult. Another challenge BARC faces is how to measure new kinds of viewing options being developed, such as second screen, OTT, out-of-home media consumption and mobile. The rapidly changing media landscape presents a challenge for any measurement company to adequately capture audience behaviour across a range of platforms and devices.
What is your view on India?s regulatory regime?
We feel India?s regulatory regime continues to be restrictive. for a democratic, market-oriented economy, it is among the most restrictive in the Asia-Pacific region. This strikes us as odd, given India?s effervescent public dialogue and highly capable video-production industries. CASBAA supports a light-touch regulatory regime, and we believe India?s consumers ? and overall economic development ? would be better served by a less heavy regulatory hand.
Will the government guidelines on audience measurement help resolve teething issues?
With a view to achieving the desired outcomes of accountability, thoroughness and reliability, the guidelines appear to be moving in the right direction and we hope they will help foster a robust measurement system for the Indian market.
What would be the solution for the ratings blackout as BARC is expected to go live only in October this year?
Unfortunately, we don?t have a solution for the ratings blackout. It?s a pity that this may occur, and we hope out of the chaos will emerge a higher form of order in the market.
How do you feel cable TV digitisation is coming along?
We are happy the digitisation process is continuing, but we think substantial inputs from the government and different sectors of the industry will be needed for this to conclude successfully. It is vitally important to get to full digital addressability for cable subscriptions. We fully appreciate the enormity of the task and the challenges it presents, but we are optimistic that ultimately India will have a fully digitised pay TV sector.