Regulators

TRAI seeks stakeholders' inputs on audience measurement overhaul

In informal meets, stakeholders told TRAI how present system could be made more robust

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/12/03/traii.jpg?itok=5c1ph17x

MUMBAI: Television audience measurement in India continues to remain one of the key subjects that evoke reactions from stakeholders. Given that advertising expenditures are typically guided by such data and, in the wake of the matter being raised at various fora, TRAI has come out with a public consultation on various facets of TV audience measurement and how the existing system could be made more robust.

Telecom Authority of India (TRAI)’s move gains importance as stakeholders during meetings with the regulator, leading up to the present consultation, had conveyed that the present measurement system, spearheaded by a joint industry body Broadcast Audience Research Council India (BARC India), has done a credible job till now, but additional improvements could be made, including making data collection more robust and finding ways to curb panel infiltrations leading to possible manipulations. More so as the industry has already invested in the present system over the past three years and it would be improper to try find alternate mechanisms at this juncture.

Keeping such views in mind, TRAI has raised issues relating to RPD(return path data) and whether set-top-boxes deployed in the country were technically adept at catching such figures --- initiatives that would add to data robustness. The specific questions asked is: What percentage of STB supports transferring viewership data through establishing a reverse path/connection from STB? What will be the additional cost if existing STBs without return path are upgraded?

Asking whether regulatory tweaks were needed to reduce the impact of manipulation of measurement panels --- an issue red-flagged by BARC India itself in an earlier consultation --- TRAI has sought comments on the country-wide panel size and also the size of the individual panels in rural and urban areas.

The consultation paper highlights several such issues, including if BARC India, the organisation presently doing audience measurement, has been able to accomplish its purpose.

Industry observers said though the regulator may have raised pertinent issues, some of them could be answered by the stakeholders only if they decide to take a firm view on them. For example, TRAI asks whether the present sample size of bar-o-meters employed to collect data is adequate. The answer is, maybe no. But to increase the sample size, the stakeholders need to commit more financial investments and give BARC India the go-ahead --- though annually some boxes are added to live up to promises made at the time Ministry of Information and Broadcasting green-lighted the BARC project.

The TRAI paper also seeks inputs from the stakeholders regarding shareholding/ownership pattern of BARC India and whether its credibility and neutrality can be enhanced further, while highlighting various methods of collating such data in other countries, including the US, the UK and France.

Some of the other issues highlighted in the TRAI paper are the following:

# Is there a need to promote competition in television rating services to ensure transparency, neutrality and fairness to give TAM rating?

# What regulatory initiatives/measures can be taken to make TV rating services more accurate and widely acceptable?

# Is the current audience measurement technique used by BARC apposite?

# Does broadcasting programmes that are out of their category or in different languages for some time during the telecast affect the TAM (TV audience measurement) rating? If so, what measures should be adopted to curb it?

# Can TV rating, based on limited panel homes, be termed as truly representative?

# What should be done to reduce the impact of manipulation of panel home data on overall TV ratings?

# What should be the panel size both in urban and rural India to give true representation of audience?

# What method/technology would help to rapidly increase the panel size for television audience measurement in India? What will be the commercial challenge in implementing such solutions?

# Should DPOs be mandated to facilitate collection of viewership data electronically, subject to consent of subscribers to increase data collection points for better TRPs?

# What percentage of STB supports transferring viewership data through establishing a reverse path/connection from STB? What will be the additional cost if existing STBs without return path are upgraded?

# What method should be adopted for privacy of individual information and to keep the individual information anonymous?

# What should be the level/granularity of information retrieved by the television audience measurement agency from the panel homes so that it does not violate principles of privacy?

# What measures need to be taken to address the issue of panel tampering/infiltration?

# Should BARC be permitted to provide raw level data to broadcasters? If yes, how secrecy of households, where the people meters are placed, can be maintained?

BARC India, set up in 2015, is a joint venture amongst broadcast and advertising industry bodies IBF, AAAI, ISA with Indian Broadcasting Foundation or IBF being a majority shareholder. India’s public broadcaster Prasar Bharati also sits on the BARC India board. Apart from TV audience data, BARC India is also exploring rolling out similar figures for digital platforms.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/15/td.jpg?itok=lPXE6KsK
TDSAT permits Harvest TV to be renamed Tiranga TV

Veecon Media and Broadcasting Pvt Ltd has been granted interim relief by Telecom Disputes Settlement Appellate Tribunal (TDSAT) permitting it to use the name ‘Tiranga TV’ for its news and current affairs channel that is currently called ‘Harvest TV’

Regulators TDSAT
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/15/tv.jpg?itok=slaEbIZA
Govt orders private TV channels to strictly follow terror attack coverage guidelines

In the wake of the recent terror attacks in Jammu & Kashmir, the government has issued an advisory to private TV channels to adhere to the guidelines that are issued for the coverage of terror attacks.

Regulators I&B Ministry
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/14/Indian%20Broadcasting%20Foundation.jpg?itok=iW4XLwQj
DPOs have to pay broadcasters under new tariff order rules starting February

The Telecom Regulatory Authority prof India (TRAI) notified The Telecommunications (Broadcasting & Cable) Services Interconnection (Addressable Systems) Regulations, 2017, The Telecommunication (Broadcasting and Cable) Services (Eighth) (Addressable Systems) Tariff Order, 2017  and the...

Regulators TRAI
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/14/trai.jpg?itok=iVh29pSS
Delhi HC directs TRAI to explain changes in tariff order implementation

Chief Justice of Delhi High Court Rajendra Menon on Wednesday questioned the Telecom Regulatory Authority of India (TRAI) for altering the implementation process of its new tariff regime without informing the court. The chairperson of the sector regulator has now been directed to file an affidavit...

Regulators TRAI
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/13/tttt.jpg?itok=aJNNOoFJ
TRAI vs Tata Sky: Delhi High Court adjourns case to 21 February

The Delhi High Court on Wednesday adjourned Tata Sky’s ongoing legal battle, in which Discovery, Bharti Telemedia-owned Airtel Digital TV and Sun Direct are a part, with the Telecom Regulatory Authority of India(TRAI) and its new tariff regime to 21 February.

Regulators TRAI
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/12/TRAI-Story.jpg?itok=ADXRa_np
TRAI extends deadline for selection of TV channels to March 31

The Telecom Regulatory Authority of India (TRAI) on Tuesday extended its deadline for consumers to pick TV channels they want to 31 March.

Regulators TRAI
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/12/mib.jpg?itok=XsS2H8OF
MIB directive on PwD-friendly programming leaves broadcasters sceptical

Though laudable, a new government directive on making all TV shows on all channels specially-abled people friendly has left the broadcasting industry sceptical as it would be difficult to implement the directive across all genres of programming 24x7.

Regulators TRAI
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/12/dd.jpg?itok=FHvpLYe9
Delhi HC dismisses 9X Media, B4U Broadband, TV Vision petition challenging DD Free Dish e-auction

The Delhi High Court has dismissed the petition filed by 9X Media, B4U and MASTiii against the DD Free Dish e-auction. Within a few days of the e-auction recommencement notice, the broadcasters approached the court as they felt the base prices are very high for small players.

Regulators High Court
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/11/trai.jpg?itok=o5sSLYA4
TRAI says 6.5 cr cable, 2.5 cr DTH homes under new tariff regime

Telecom Regulatory Authority Of India (TRAI) has stated that nine crore of the 17 crore television homes in India have migrated to the new tariff regime. TRAI chief RS Sharma, who has been monitoring the transition closely, said the nine crore figure included 6.5 crore cable TV homes and 2.5 crore...

Regulators TRAI

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories