I&B accept TRAI Recommendations on TV audience measurement

An industry-led Broadcast Audience Research Council (BARC) could soon be a reality. The I&B ministry has accepted broadcast regulator Trai's recommendations, and with that, a broad-based system for measuring TV audience would come into place and possibly settle the vexed issue of measuring viewership. 

I&B minister Manish Tewari on 19 November said, "We have accepted the Trai recommendations and will soon be moving a note for the approval of the Union Cabinet.'' The minister said that the guidelines will be notified and implemented within six months of approval as recommended by Trai.

In a set of guidelines in September, Trai had supported self-regulation of television rating points through BARC but also recommended inviting other eligible companies to join in.

Its recommendations included a minimum number of 20,000 panel homes for collecting TRPs and this number be increased by 10,000 every year till the figure of 50,000 is reached.

The eligibility conditions for agencies included a minimum net worth of Rs 20 crore with cross-holding restrictions. No company would be allowed to hold 10% or more of paid up equity in more than one rating agency operating in the same area or in both a rating agency and broadcasting or advertising agencies simultaneously.

TRAI has suggested that panel homes should be selected fr0m a pool which is at least 10 times the number of panel homes for audience measurement. It also suggested a voluntary code of conduct by the industry for maintaining secrecy and privacy of the panel homes. The rating agency should set up an effective complaint redressal system.

The rating agency should get its processes audited internally quarterly and through an independent auditor annually and all reports should be posted on the website of the agency.

It also suggested penal provisions for non compliance of guidelines, including a penalty fr0m Rs 10 lakh to Rs 1 crore and cancellation of registration. All rating agencies are required to follow the guidelines and existing rating agencies should comply with them within six months' time.

Source: http://cablequest.org/news/national-news/item/3603-i-b-accept-trai-recommendations-on-tv-audience-measurement.html
Source: http://cablequest.org/news/national-news/item/3603-i-b-accept-trai-recommendations-on-tv-audience-measurement.html