Govt To Play Crucial Role In TV Ratings Measurement
(07 aug '08 ; 6.00 . pm)

The government of India will keep a strict vigil on the functioning of television ratings agencies. The Telecom Regulatory Authority of India (Trai) has recommended some guide lines on TRP by such agencies. The recommendations of TRAI on TRP are launched today. TRP is a measure of the success of TV channels. Telecom Regulatory Authority of India (TRAI) has recommended industry body Broadcast Audience Research Council (BARC) to act as self regulatory body. It would be responsible for audience measurement rating of television programs.

Broadcast Audience Research Council (BARC) is a joint body of broadcasters and advertisers. It is recommended to begin its work from January 2009. BARC is set up by the Indian Broadcasting Foundation (IBF), the Advertising Agency Association of India (AAAI) and the Indian Society of Advertisers (ISA). It will act as a non profit body as per the Section 25 of the company act.

BARC will have two nominees from the Information and Broadcasting (I&B) ministry and government. It will provide information on TRP and technical issues to the government. It will help to make the advertising bidding process very transparent. Some channels have opposed the move of government in the ratings business. A 10-year old ratings agency TAM has also opposed the intervention in an industry-created TV ratings system. According to new rules audit of the rating system should be conducted at least once in three years.

 

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