Television

Contesting a monthly ratings system for news channels

MUMBAI/NEW DELHI: Television news broadcasters are pressuring for a monthly ratings system that will free their content from being weighed on a weekly basis, but advertising agencies do not seem to be in agreement.


News Broadcasters Association (NBA), an umbrella body of TV news channels, has decided that the weekly ratings for all national news and business channels in Hindi and English should be done on a monthly basis from next month.


The NBA board feels that this will improve news broadcasting standards as "coverage and reportage of news and programmes cannot always be linked to popularity or audience measurement".


India‘s ratings agency TAM, however, has not yielded yet. Though in dialogue with the NBA, TAM wants consensus from the other stakeholders like the IBF, AAAI and ISA who are also users of the same central TAM database.


Said TAM Media Research CEO LV Krishnan, "It is imperative for NBA to first discuss their proposal with other industry bodies. Only after this should one arrive at an overall industry consensus on the frequency of TAM data reporting. TAM will require written approvals from each of the member’s industry bodies on the decision taken with respect to the change in frequency of data reporting. Till the time we receive a formal overall approval from all stakeholders of the TAM database, no decisions on the change in current frequency of reporting will be taken."


Building a consensus will not be easy. Leo Burnett Chairman of India Sub-Continent Arvind Sharma said, "Advertising agencies will oppose such a move. To make a more informed decision, an advertiser needs transparent, frequent and current data. Moving to a monthly ratings system will not allow us to read patterns. It is not a progressive move."


News broadcasters argue that their content is distinct from other genres as they have a responsibility to inform and empower their viewers with quality programming and dissemination of news rather than providing content merely for garnering viewership. News broadcasting standards can only improve with time spent on strategic planning and research rather than knee jerk reactions taken on a weekly basis.


NBA wants TAM to introduce the monthly ratings system initially for a period of two years. Regional news channels could be brought under this system on a later date.


Speaking to Indiantelevision.com, several senior executives said on condition of anonymity that agencies look at 4-13 week data when they make advertising deals for their clients. "There is no revision in rates done after a deal is inked. So there is no reason for them to be upset," a top official said.
The NBA also clarified in an official statement that the initiative taken by it would not in any way hamper the decision making of advertisers and advertising agencies.


"In the new monthly dispensation, advertisers would continue to get access to data broken down to a minute or a day-part or a specific programme in a manner similar to how data points are currently accessed in the weekly format," it said.


Sharma, however, disagrees. "News channels are indirectly saying that more frequent information (weekly ratings data) makes their content worse. This seems to be built on an unsound premise," he said.


Added Madison Media Group CEO Punitha Arumugam, "The same data getting reported on a monthly basis instead only delays the decision making process."


Will a monthly ratings system clean up content? "This will certainly reduce pressure on the editors," said Pankaj Pachauri, NDTV Managing Editor - Special Projects and VP of the Broadcast Editors Association. "Editors were often constrained to make last minute changes in the fixed point charts or the content of the various news programmes on the basis of weekly TAM reports."

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/amit-nair.jpg?itok=EXBgTfgm
Men@10's unique content to help Living Foodz sustain its position, says Amit Nair

Watch your favourite lifestyle shows this month, as Living Foodz' ‘Men@10’ has got under way; it airs every Monday to Friday between 10 - 12 midnight. Living Foodz business head Amit Nair said, “Living Foodz has sustained its position in the lifestyle genre, owing to its unique content. Our shows...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/mohan.jpg?itok=n7ztN1Qm
Carnival Cinemas appoints Mohan Umrotkar as CEO

Spearheaded by Dr. Shrikant Bhasi, Carnival Cinemas has appointed Mohan Umrotkar as its chief executive officer. He takes over from P. V. Sunil who has been elevated as the managing director of the company.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/Dmitry%20Shishkin%20BBC_0.jpg?itok=lQAV7bYt
Why India expansion makes sense to BBC

MUMBAI: BBC is rising to the fact that expansion in India makes logical sense. With the proliferation of news sources, BBC is witnessing a mobile revolution especially in India, Asia and Africa. "It would be presumptuous to think that people would come to our websites just because we’ve launched...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/Untitled-1_1.jpg?itok=I4RqQXC3
STAR, Zee & Times top media list, Airtel & Tata Sky entrenched

MUMBAI: STAR, Zee and Times have continued to lead in the list of top 10 media groups in India. The growth of television distribution firms, Business Standard reported, has been one of the major changes the listing has seen in five years. Bharti Airtel and Tata Sky are now well-entrenched in the...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/Untitled-1_0.jpg?itok=C2sUrpU-
English News, Religious & Music HSM genres lose: Chrome DM

MUMBAI: 'Sports - All-India' genre has emerged as the most benefitted genre with 1.92 per cent. DD Sports has topped the chart with 95 per cent opportunity to see (OTS) in week 33, Chrome Data Analytics & Media reported.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/supriya%2Bsahu.jpg?itok=LT0XJXPj
Doordarshan welcomes young anchors, expects CVs by 31 Aug

NEW DELHI: In a attempt to infuse new and fresh talent, the public broadcaster Doordarshan has invited youngsters to join the organisation as anchors and presenters.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/sameer.jpg?itok=BviS2VG0
Zee brings first English-language South Asian reality show to U.S, ropes in Lexus & Wells Fargo

Zee Entertainment Enterprises (ZEEL), a worldwide content company, is breaking new boundaries globally by making a tremendous impact in the U.S. The organisation’s leading Hindi channel, Zee TV, which was the first Hindi channel to be launched in the U.S. in 1998, is now making its presence felt in...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/asianet.jpg?itok=Wy0Q6Jox
Asianet News Digital’s suvarnanews.tv claims to have registered 20 times Y-o-Y growth

Asianet News Kannada digital platform www.suvarnanews.tv has reported a phenomenal 20x year-on-year growth. This shows the potential of vernacular in driving the next big wave of digital news growth. As the language with the third highest Internet adoption after Tamil and Hindi, Kannada has emerged...

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/freeedish_0.jpg?itok=Pk0x1Gw3
Doordarshan puts off 37th FreeDish auction

The 37th online auction for vacant general entertainment channels on Doordarshan’s free-to-air DTH platform FreeDish slated for tomorrow has been put off.

Television TV Channels Terrestrial

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories