India makes ratings obligatory

chris

India currently uses viewer diary entries for its ratings system. The market has been demanding something better for some time. Now, the government is stepping in.

India’s Broadcast Audience Research Council (BARC) is investing $20m, along with some extra cash from ad-agencies and major advertisers, to set up an independent ratings measurement system throughout the country.

BARC president Pradeep Guha (who is also CEO of Zee Entertainment Enterprises) has been pushing for the move for some time. "The attempt is to make a system that is fair, transparent and applicable for all stakeholders,” he said.

The current system is dissatisfactory and the sample size and spread is inadequate, added Guha while participating in an open house on the TRP (television rating points) system organised by the Telecom Regulatory Authority of India (TRAI).

Indian Broadcasting Foundation (IBF) President Jawahar Goel – also connected with Zee - said the need for a better system is underscored by the fact that TRP is driving content and also that the size of the market has grown massively over the past few years.



source: Rapid TV News