The Hindu Business Line : TRAI views on television ratings soon

New Delhi, July 15 The Telecom Regulatory Authority of India is likely to share its views on the need for policy guidelines for Television Audience Measurement (TAM) or Television Rating Points (TRPs). It will also be looking at the need for the Government to regulate the system of TRPs. TRAI is acting on a request by the Ministry of Information and Broadcasting, on growing concerns over such limitations and dependence on such ratings. It will also look at the need for ratings to reflect more accurately the popularity of Prasar Bharati’s channels.

According to sources, there is a concern that the increasingly tabloid nature of content could be harmful to consumers. However, an industry source said the Government should not confuse the messenger with the message. “While TRPs are merely reflecting the popularity of such programmes they are not encouraging them. And controlling TRPs will not help,” said a senior media person asking not to be quoted.

Currently there are only two agencies, aMap and TAM Media Research offering the industry their services. Advertisers would like a standard data or currency on the basis of which it can do business.

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