MAM

TRAI recommends guidelines for TV ratings agencies

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/21/trai.jpg?itok=rluTLpB-

MUMBAI: The Telecom Regulatory Authority of India (TRAI) is once again showing it means business. It has come out with its final recommendations on what should serve as guidelines to put in place a transparent, credible and reliable television ratings process in India. These recommendations have been made after the consultation paper which was first issued by the authority on 17 April 2013. The consultation paper had then called for comments from various stakeholders after which an open house was held on 1 July.

The problems surrounding the television rating system was raised by the Information & Broadcasting Ministry (MIB) in January 2008. It was then that the authority recommended the adoption of self regulation through the industry led body The Broadcast Audience Research Council (BARC).

Based on these discussions with the various stakeholders, the TRAI has come up with its own analysis and recommendations which were made public today.

Amongst the recommendation is that the MIB has to notify the guidelines for regulating television rating agencies based on TRAI?s recommendation within two months. Any agency wanting to offer TV viewership monitoring or rating services has to perforce get itself registered with the MIB if it fulfills the following guidelines: The rating agency shall be set up and registered as a company under the Companies Act, 1956; any member of the board of directors of the television rating agency should not be in the business of broadcasting/ advertising/advertising agency; the rating agency should have a minimum net worth of Rs 20 crore; the rating agency should also meet the prescribed cross-holdings requirements.

TRAI has said that to keep the ratings process credible, there should be a minimum of 20,000 panel homes which have to be set up within six months of the guidelines being implemented. Thereafter the number of panel homes has to be increased by 10,000 every year until it reaches 50,000.

It has recommended that it be mandatory for the industry to observe a voluntary code of conduct for maintaining secrecy and privacy of panel homes and that data and reports should be made available to all stakeholders in an equitable manner on a paid basis.

Also no single company/ legal entity, either directly or through its associates or inter-connected undertakings, should have substantial equity of 10 per cent or more holding in both rating agencies and broadcasters/advertisers/ advertising agencies.

TRAI says that ratings agencies will be penalised if they fail to follow the guidelines on cross-holding, methodology, secrecy, privacy, audit, public disclosure and reporting requirements. A penalty of Rs one crore will be levied in the first instance; the second instance will lead to the cancellation of registration.

For other guidelines, the penal provisions shall be a graduated financial penalty of Rs 10 lakh to Rs one crore for the first three instances of non-compliance and, for the fourth instance, cancellation of registration.

However, TRAI says an opportunity should be given to each party before invoking any penal provisions. Once guidelines for rating agencies are issued by MIB, these will have to be equally complied by all rating agencies including new entrants.

In keeping with the fact that the existing rating agency (TAM Media) may require some time for complying with the guidelines, the authority has given it six months to allow it to meet the cross-holding and panel size requirements guidelines.

It says that it would like industry to implement these recommendations and to show that it means business it says it will suo motu intervene in the larger public interest if the former does not comply.

Obviously, TRAI is trying its hardest to change the paradigm of TV ratings. Will Indian industry pay heed?

Click here for the complete final recommendation

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/21/Kumar-Deb-Sinha.jpg?itok=l7NHDvJU
Kumar Deb Sinha joins The StoryLab as country head

MUMBAI: The StoryLab, the specialist content agency from Dentsu Aegis Network, has roped in Kumar Deb Sinha as the new country head for its India operations.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/21/VIVO-e151607033418.jpg?itok=uRcKDTbr
MediaCom wins media mandate for Vivo India

MUMBAI: Handset maker Vivo has awarded its media duties to GroupM’s media agency MediaCom. The account is estimated to be worth Rs 400 crore.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/21/sbi-revised-fd-rates.jpg?itok=Fm3WZRVu
SBI Life appoints Mullen Lintas & Mindshare

MUMBAI: SBI Life in its effort to establish a deeper connect with its consumers has appointed Mullen Lintas as its creative agency and Mindshare as the media agency, following a closely contested multi agency pitch.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/21/maggi.jpg?itok=idVtR11A
Flipkart to exclusively launch Maggi special masala noodles

Nestlé India has announced that it will partner with Flipkart to launch MAGGI Special Masala Noodles, that epitomises the flavours of India and brings with it the goodness of 20 finely ground and whole spices, roasted to perfection.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/21/ipsos.jpg?itok=FQLRAbh-
Indians happy with Quality of Healthcarebut have concerns with Healthcare Systems and Diseases: Ipsos Study

55% Indians feel they have access to quality healthcare, 31% rate it neither good nor poor, while 15% rate it as poor. Interestingly, India is placed at the 11th spot in assessment of the quality of healthcare among the 28 countries covered in an Ipsos Global Advisor survey of more than 23,000...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/21/Birla_Cement.jpg?itok=RAb0ulmo
MP Birla Cement celebrated Independence Day with a flag without colours

Every year, at the stroke of the midnight preceding 15 August, India wakes up to pay a tribute to freedom. The nation celebrates Independence Day. The tricolour narrates a story of change and centuries of struggle. Together, the bands of saffron, white and green sing an ode to self sacrifice,...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/20/cocacola.jpg?itok=v0ImZSxO
Coca-Cola restructures its leadership positions

Coca-Cola India has announced changes to its leadership structure with Sundeep Bajoria, earlier VP- strategy and insights, being elevated to VP--South West Asia (SWA).

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/20/dentsu_0.jpg?itok=5z2jkmfE
Dentsu One uses a cat to endorse new Honda Jazz

Honda Jazz in collaboration with its creative agency Dentsu One, has launched a new campaign for its latest upgrade.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/20/menka.jpg?itok=VV8hWujT
Menaka Menon joins Leo Burnett Orchard as EVP & branch head for Bengaluru

Leo Burnett Orchard, The Leo Group’s full service integrated agency, has strengthened its senior management.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories