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New Delhi, July 24 The Telecom Regulatory Authority of India (TRAI) has proposed to make the industry-sponsored Broadcast Audience Research Council as the monitoring agency for television rating points. Taking a view that Government intervention was not desirable at this stage, the regulator said self-regulation by the industry may be the best policy.

“The Authority has concluded that for the present, self regulation may work best and a framework laying specific guidelines including certain reporting requirements would effectively address the shortcomings. As in other countries, the industry led body can be recognised to perform specified functions,” TRAI said in its draft recommendations.

Television ratings are primarily meant to guide the broadcasters, the media agencies and the advertisers, to determine their programme scheduling, ad spend and the placement of the advertisement.

Earlier, the Ministry of Information & Broadcasting had sought TRAI’s views on the system and framework of Television Ratings and the policy guidelines to be adopted for rating agencies. Currently, two private agencies namely TAM Media Research and Audience Measurement and Analytics Ltd (aMap) are carrying out TV ratings on a commercial basis.

TRAI said that once the Broadcast Audience Research Council starts functioning, the inadequacies of the present system will have to be effectively addressed in close and coordinated manner with the Ministry. The regulator also suggested that the industry body should start functioning by January 2009.

TRAI has suggested a framework for the Broadcast Audience Research Council in which two Directors will be nominated by the Ministry. The Council will not undertake audience measurement directly but will resort to an open, transparent bidding process for the various stages involved in the rating process.

The Ministry will provide the key eligibility norms for the selection of rating agencies and their performance obligation norms. Broadcast Audience Research Council shall also have in place a Complaints Redressal Mechanism.

More Stories on : Radio/TV | Regulatory Bodies & Rulings

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