Specials

'Needed a new ratings currency'

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/event-coverage/2014/05/12/lynn_yearender05%2B.jpg?itok=8jUljwY8

She is one lady who doesn't hesitate in speaking her mind and believes in calling a spade a spade. In this article, penned for Indiantelevision.com, Lintas Media Group director Lynn de Souza strongly opines that with the fast-changing media landscape; either a new television ratings system needs to be in place or Tam India needs to pull up its socks and soon enough.

There can be no two ways about it. Our current television audience measurement system must transform itself radically, or go. In 2006, the Chinese year of the dog, I predict that the definition of television audiences itself will change - its measurement therefore must change too.

The term 'audience' is a passive one way thing. It conjures up images of 'lying back and thinking of England,' while the man in the box dishes it out. 'Viewership' is no different. It implies that the only sense one uses while interacting with one's television set is that of eyesight.

Digital TV and DTH will add sound and light and interactivity to the idiot box, making it as intelligent as our laptops and PDA's. Viewers have already piled on to the SMS response bandwagon in billions. Actively engaging oneself with the medium, finding the channels and programs that one identifies with - these are not just confined to the urban top end. Just as cellular technology gave us the ability to deliver reach in surprising quantities at one end, coupled with unforeseen quality in value added services at the other end, simply by enabling different types of receivers depending on what you can afford, so too will DTH do the same to television.

When audiences lie passive, one needs to use an active system to measure them. The peoplemeter we have been using till now does just that. A sample respondent has to punch a button before his viewership starts getting recorded and punch himself off when he stops viewing. When audiences turn active, the measurement system has to become passive - it has to have the ability to measure without interference. That's the first and important change. Canada has already moved into the portable peoplemeter system, and the successful Houston experiment will soon see the whole of the US questioning the longevity of the sweeps-cum-Nielsen meter approach.

The line between consumers as audiences and consumers as consumers will also blur, as television networks find themselves partnering advertisers more and more closely to deliver both content and consumers to each other. The Media Research User's Council has set up a special committee to look at measurement. This committee calls itself the Television Consumer Assessment Committee, recognizing that there will be no such thing as an audience in the near future. There will be only people who consume goods and services including television programming and interactive content.

This will lead to a third and very important change. Till now, India is one of the few countries where the measurement currency is advertising agency supported. Undoubtedly, this has had its roots in the historical support given to the TAM service by lead advertisers and agencies. The service has therefore built its strengths, skills and expertise in areas that would appeal to this community, developing and investing in tools and training systems largely geared to making better media planning decisions.

This unfortunately is a business model without a future. With the revenue models of media agencies already under threat, how can one expect this group of users to continue to fund and invest in this service and its growth? The megabucks have got to come from the networks - the creators and distributors of television signals. The megabucks will only come from this latter group if the service provides them answers to far more difficult marketing and consumer behaviour questions than a simple currency can provide. A currency based on a sample that does not even adequately cover India by a long shot.

The networks will not want fancy media planning software. They will want to know that even as the Indian sky gets clogged with more and more channels each getting less and less share, the system and the sample are robust enough to capture it all, in all its intricacies, with reliability and stability. They will want to know what makes television consumers come to a place and stay there. They will want expressions, not impressions.

And guess what? So will the advertiser and his media agency.

Happy New Year, TAM! It's high time you got yourself a new collar.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/25/miptv%20%281%29.jpg?itok=wl-E69cK
MIPTV: Digital fronts to showcase latest programming alongside content creation brands

MIPTV 2017 will put a special emphasis on the new generation of digital content studios aiming at engaging with audiences as part of the Digital Fronts showcase.

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Shridhar%20Subramaniam%20and%20Thomas%20L%20Vajda.jpg?itok=c1HuYYXL
FICCI FRAMES: Legitimate screens, stricter laws, best practices for IPR

MUMBAI: A National Intellectual Property Rights policy is a healthy prescription for the creative industry that seeks to provide an enabling framework for monetisation, protection and enforcement of copyright, but this can only succeed if there is robust law enforcement in addition to more punitive...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/FICCI_Frames_2017%20%281%29.jpg?itok=bavvvr9c
FICCI Frames 2017: Birth of other mediums cannot kill traditional TV

MUMBAI: The fast changing scenario and the content ecosystem have gone through a significant change over the years and are keeping all the production houses and the broadcasters on their toes. The 'Grammar of the new TV content' on the second day of FICCI FRAMES 2017 was discussed as experts from...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Aranb-goswami-ficci-800x800.jpg?itok=-EJIhzkv
Arnab Goswami: Best time to enter news market when there's no leader

MUMBAI: Whether off screen or on screen Arnab Goswami is a passionate and animated speaker, though some would say he’s given to histrionics. "The best time to enter the (news) market is when there is no leader," Goswami said with his trademark flourish, barely few months after leaving Times TV...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/raj%20%281%29.jpg?itok=-NRkQv4f
'Make piracy an economic offence, good cos 'badvertise' too'

Protection and enforcement of copyright continues to remain a challenge for the Media and Entertainment industry. According to estimates, rogue or pirate sites earned 35 per cent more revenues than the Indian Film Industry in 2016.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Brijesh-Singh.jpg?itok=xj2jjHJI
FICCI Frames ’17: Maharashtra to form IP crime unit to fight online piracy

MUMBAI: Well, well. The Indian media industry and the government are finally getting serious about content piracy. After Telangana Intellectual Property Crime Unit (TIPCU), Copyright Force and the government-mandated Copyright Board, Maharashtra state is all set to get Maharashtra Intellectual...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/FICCI_Frames_2017%20%281%29.jpg?itok=n-qaHXPv
FICCI-KPMG report: Rural India fuels digital consumption; FTA channels gain prominence

MUMBAI: The ‘Bharat’ story strengthened with expansion of rural measurement in TV and 4G data price wars deepened digital consumption, which were spurred further by mobile Internet and smartphone penetration. While print and films segments were supported by growing demand from the regional markets...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/FICCI_Frames_2017.jpg?itok=mUqT5idy
FICCI Frames 2017: Stakeholders feel regulations cripple monetization

MUMBAI: In keeping with the tone set in the morning about the changing scenario as far the political climate and censorship were concerned, every participant was keen to hear what the Government had to say about this on day one of the FICCI FRAMES meet here.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/FICCI_Frames_2017%20%281%29.jpg?itok=bnqpprsI
FICCI-KPMG report projects TV sector to reach Rs 1166 bn by 2021

The year 2016 was a mixed bag for the Media and Entertainment (M&E) industry. The sector is projected to grow at a faster pace of 14 per cent over the period 2016–21 with advertising revenue expected to increase at a CAGR of 15.3 per cent, according to a report released today.

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories