To clear heavy clouds hovering over TAM and TRP data, the Telecom Regulatory Authority of India (TRAI) may step and issue standards to correct distortions in TRPs being collected by the various TV channels.
"TRAI is mandated to step in to set up standards in view of the distortions and manipulations in TRPs being reported. Very soon it may move in," said a senior government official to Hindustan Times on condition that he is not named.
The move is expected after NDTV sued TAM and Nielsen, a global TV rating agency, for billions of dollars, for allegedly manipulating viewership data. And similar words from Broadcasters and Other TV media is forcing Government to intrude its most trusted body TRAI into action.
TAM India, which supplies TRPs or TV viewership figures on the basis of meter readings installed in 8,160 households, is a joint venture between Kantar Media and Nielsen. This was the first time that a TV channel has come out openly against the prevalent state of affairs. Although there was a lot of hush-hush regarding TAM data but no one stepped ahead to challenge then before.
An appropriate TRP mechanism is important to guide the advertising industry to act rationally act on allocating ad resources to different TV channels.
In March, industry players had joined hands to form the Broadcast Audience Research Council (BARC), an audience research joint body.
"TRAI is mandated to step in to set up standards in view of the distortions and manipulations in TRPs being reported. Very soon it may move in," said a senior government official to Hindustan Times on condition that he is not named.
The move is expected after NDTV sued TAM and Nielsen, a global TV rating agency, for billions of dollars, for allegedly manipulating viewership data. And similar words from Broadcasters and Other TV media is forcing Government to intrude its most trusted body TRAI into action.
TAM India, which supplies TRPs or TV viewership figures on the basis of meter readings installed in 8,160 households, is a joint venture between Kantar Media and Nielsen. This was the first time that a TV channel has come out openly against the prevalent state of affairs. Although there was a lot of hush-hush regarding TAM data but no one stepped ahead to challenge then before.
An appropriate TRP mechanism is important to guide the advertising industry to act rationally act on allocating ad resources to different TV channels.
In March, industry players had joined hands to form the Broadcast Audience Research Council (BARC), an audience research joint body.