ITV

Tag: BARC

  • BARC assures that its TV rating system will be credible

    BARC assures that its TV rating system will be credible

    MUMBAI: Television ratings agencies seem to be the flavour of the season. On the one hand, Kantar Research, one of TAM Media’s major shareholders, has moved the Delhi HC against the Union Government’s new guidelines on cross holding restrictions. While on the other, up-and-coming ratings agency Broadcaster Audience Research Council (BARC), slated for a 1 October launch, has announced a tieup with France-based Mediametrie for technology services and licensing of a TV metering system.

     

    BARC CEO Partho Dasgupta and BARC Technology Committee member Paritosh Joshi spoke to CNBC TV18 about what to expect in the new set up.

     

    “The ratings agency is the one which will own the data and put it out – which is BARC in our case. So there will be ways of getting the information such as technology, panel etc. but it will all be owned and put out by BARC,” said Dasgupta, implying that the final agency will have to be free of cross ownership although its suppliers could have any type of ownership.

     

    Joshi revealed that  two big chunks of work had already been completed – that is assessing panel homes and technology within them. “The panel will emerge out of the Indian Readership Survey (IRS), which is out now. The people meter devices will be built on retail hardware that can be bought from Mumbai’s Lamington road and not proprietary equipment. Now, we only need a panel management agency,” said he, pointing out they had already received offers for the same.

     

    Asked about the credibility of BARC, Dasgupta said they have an adequate system in place. “We have broken the piece up into panel management people, who know homes but don’t have the visibility of data that comes through GSM lines straight to our servers. We have technology people, who have visibility to data but they don’t know the homes, just the ID. What we are trying to achieve is that the right hand does not know what the left hand is doing. From the integrity point of view, we are not taking any chance,” he clarified.

     

    However, BARC has not yet got a system to address the issues of niche channels. “The World over niche channels have not been measured like we do it here. But we may do it differently,” said Dasgupta ambiguously in the interview to CNBC TV18.

     

    As things stand, the industry has been yelping and running for cover fearing  a ratings’ blackout. But Information and Broadcasting Minister Manish Tewari says that a ratings-dark period should not be a cause for alarm. 

     

    “This isn’t the first time that ratings have been suspended. Even before, it has happened because the industry wanted it,” said the minister candidly when probed on this during an interview to CNBC TV 18.

     

    He pointed out that one of the main reasons for digitisation was to reduce dependency on advertising revenue and increase subscription revenue. “With the technology now, the STBs have the capability. A little engineering is needed and then you can reach 15 crore homes by putting a small chip that will let you know who is watching what in real time; be it satellite, IPTV, DTH or terrestrial,” he informed.

     

    Tewari was also critical  of the way TAM has been operating. “The way the arrangement was working – where you are the advertiser as well as the broadcaster and you are also taking out ratings. This conflict needed to be addressed,” he stressed.

  • BARC signs deal with Médiamétrie today

    BARC signs deal with Médiamétrie today

    MUMBAI: It was just last week that the  Ministry of Information and Broadcasting (MIB) notified the TV ratings agency registration regulations. And the industry-backed Broadcast Audience Research Council (BARC) reps were summoned to New Delhi to give the ministry an update on how much progress has been made on the new proposed TV ratings system for India. They did. Today, BARC also gave the press an insight into how far down the road it has gone.

     

    Indiantelevision.com was the first to report that  BARC had chosen  French audience measurement company Médiamétrie as its ratings partner. No cofirmations came from BARC. But today its chairman Punit Goenka  announced that Médiamétrie is indeed BARC’s official technology partner and will also provide licences to BARC to use its TV metering system.

    “Médiamétrie has an in-house research team that helps it to understand the needs of the industry just as how BARC realises what the industry needs. I have heard people ask that BARC is just barking but when will it bite? But now I say we are here to bite!” Goenka remarked candidly while signing the deal at Mumbai’s ITC Grand Central hotel. Médiamétrie will assist the council in procuring its own metering hardware.

     

    The French audience measurement system will be providing the audio watermarking technology to BARC to monitor TV consumption through its 20,000 strong panel. “Médiamétrie wrote to BARC months back. It uses watermarking technology so it is very accurate and can measure data when it is simulcast. Meters are easy to make so we spoke to agencies and advertisers in France to do our background study on Médiamétrie. It is a landmark day for us,” said BARC tech committee chairman Shashi Sinha.

     

    Sinha also stated that the new ratings system should be up and running by 1 October, 2014. “Around 25 vendors approached us out of which we shortlisted four to five. We have got the best of vendors, technology and price of meters. The most important thing for us is transparency,” he said. It will soon be announcing media partners as well.

     

    BARC has been scouting for a technology partner since several months now and finally it has concluded the deal with the French company. BARC CEO Partho Das Gupta said at the conference: “Since the past few months we have been researching the tech we should use and have finally selected the right one.”

     

    Present at the conference was also Médiamétrie senior VP Benoit Cassaigne who was excited to be a part of the deal. “We are among the top five companies in the world and the leading research company in France,” he said.

     

    Goenka emphasised that since BARC is a non-profit body, broadcasters will comply with it. “We are not here to make profits, we are here to help the industry,” he said.

    However, no one was willing to talk about the future of TAM. “We hope there is no ratings blackout in the coming months, but if there is then it can’t be helped. We are working towards getting a better system,” he added.

     

    Star India COO Sanjay Gupta says that TAM and government need to sit and decide now. “Advertisers are obviously worried as to what will happen if there is no rating system in place. Maybe they will look at the past ratings and set prices,” he said.

     

    The contract with Médiamétrie has been signed for a 1+5 year term. The Council says it is totally  open to regular external audits. The funding to put up the new system in place has been divided as follows: 60 per cent Indian Broadcasting Foundation (IBF), 20 per cent ISA and 20 per cent Indian Advertisers Agencies Association of India (AAAI).

     

  • MIB urges industry to buck up on implementing TV ratings

    MIB urges industry to buck up on implementing TV ratings

    NEW DELHI: There has been some hue and cry about the manner in which the Ministry of Information & Broadcasting (MIB) has apparently rushed to notify the latest policy guidelines for TV ratings. Following the notification, there have been fears that unless TAM goes to court and gets a stay order on the MIB’s guidelines, industry will most likely be without TV ratings for at least six to seven months. This is because Broadcast Audience Research Council (BARC) states that it will be ready to roll out its ratings only in the third or fourth quarter of 2014. 

     

    This has alarmed professionals such as Madison chairman Sam Balsara who has gone on record to state that the industry should plead with the Ministry to delay the implementation of the guidelines, and that the industry cannot do with a TV ratings-dark period. 

     

    MIB officials are pretty clear that this time it is for real. Says a senior Ministry official: “The entire TV ratings shouting match has been going on since 2007. Industry has been complaining that TAM’s methodology is flawed, and they have done nothing about it over the years. And the murmurings against it have been going on for more than a decade.” 

     

    He goes on to add, that MIB intervened only on the industry’s insistence and now the industry will have to drink its bitter dose of medicine, no matter what. 

     

    “We have given the industry and TAM enough time to rectify the situation and find an amicable authentic and reliable solution,” says another MIB official. “The Amit Mitra committee report indicated what needs to be done way back n 2010. Why wasn’t it followed and why were corrective steps not taken by TAM or the industry? TAM will have to follow the guidelines and register with us before 30 days are up, otherwise cease operating. We are not against individuals or companies; we are clear that a due process and the rules for TV ratings need to be followed so that transparency and credibility are associated with TV viewership ratings.” 

     

    In fact, another MIB official was quite critical of the industry-backed TV ratings body BARC too. 

     

    “It’s taken them three years to get here,” the senior official says. “First, BARC told us that the ratings will be up and running by June 2013, then they told us they would do so by March 2014, and now they are saying September or October 2014. This is simply not acceptable. We timed our rules and regulations based on the fact that BARC would be up by March 2014 and that industry would not have to be troubled by the absence of ratings.” 

     

    Another senior official appeals that the MIB cannot keep waiting forever for industry to get its act together. “The industry has been dragging its heels for a long time on the TV ratings issue. Now is the time for it to sprint to the finish line, and faster than ever before,” he says. The longer it takes to get its ratings going, the longer it will be without ratings.”

     

    The fact that TAM Media might challenge the Ministry’s notification in court has not disturbed the MIB at all. “If it goes to court, we will fight it tooth and nail,” says the MIB official. “Industry has to understand, the MIB means business. Let industry also be serious about its business.” 

     

    “It’s strange, isn’t it?” another official asks rhetorically with a smile on his face. “Industry complains when the ratings are there; they are complaining now that the ratings will not be there for some time. Let it realise that indeed there will be no ratings for a while and come up with a workable solution in their absence which works well for broadcasters, advertisers and agencies. The ball is in industry’s court now. ”

  • TAM’s moment of truth

    TAM’s moment of truth

    MUMBAI: The Ministry of Information & Broadcasting (MIB) has finally put its stamp on the TV rating guidelines and the government order is already out on the Ministry’s website for all those who want to read it. The bottomline of the ratings order coming out is that TAM has to shape up or ship out.

     

    As per the TV rating guidelines which were given the cabinet’s nod last week, TAM has to work a miracle to meet them in the time frame that it has been given. There are several guidelines, but the most challenging appear to be ownership and expanding the people meter sample to 20,000. That too in a ultra slim  period of just 29 days if it wants to continue to be in the business.

     

    According to a highly placed industry source, TAM’s stakeholders will have to meet sooner than later to decide on what its next course of action should be. “It is a major decision it has to take: whether to take on the might of the law and the government; its move will have to be very calculated,” says the source.

     

    Industry insiders think that TAM’s options have narrowed down further as compared to earlier when it was playing the waiting game; waiting to see if the MIB will pursue and pass the order. Today it has two choices: either it approaches the court for some relief and gets a stay on MIB’s diktat, which will give it some more time to try and fulfill the guidelines; or, it will have to wind up its business, which is not going to be easy, considering how much it has invested in ratings, and the number of staffers on its rolls.

     

    The Broadcast Audience Research Council (BARC) had met the Ministry on Thursday, 16 January to update it on the progress it is making. However, the Council also tabled a request in front of the Ministry to allow TAM to exist till BARC is ready. That’s because with TAM on the blink in 29 days, there will be no ratings till October 2014, when BARC says its ratings will be up and running.

     

    The industry has been pushing TAM to go to court to get the stay; but it seemed reluctant to move ahead then. Now, with the time bomb ticking away, the urging from industry will only get stronger.

     

    Whether the ratings agency will move ahead on industry’s goading is a big question mark: its CEO LV Krishnan is sure to have memories of the caning he has been getting from broadcasters over the years. They have always complained TAM ratings are suspect; even as recently as last year, a bunch of them took him to the cleaners, threatening to shut off the subscription pipe to it. Advertisers and agencies kind of stood by him, but he had to face most of the flak.

     

    Will LVK do it this time too when TAM’s moment of truth has arrived?

  • BARC updates the I&B ministry on its progress

    BARC updates the I&B ministry on its progress

    MUMBAI: The media industry went into a tizzy last week when the union cabinet accepted the Ministry of Information and Broadcasting (MIB)’s proposed regulatory framework for television rating agencies in India. 

     

    The most affected from this entire episode is the Broadcast Audience Research Council (BARC) as the pressure is building up on them to speed up the process and bring the new system for TV ratings in to place. 

     

    Hence, BARC board members met the MIB to present an update on the progress made so far. As per a highly placed source, the council members told the Ministry that the pilot testing has already begun. “There will be three-four phases of these testing sessions before the work officially starts.” 

     

    Elaborating the phases, the source remarks: “Firstly, the entire ratings system has to be tested how well the equipments work with the Indian technology and ecosystem. Secondly, we will have to see if all the elements are aligned properly. Thirdly, how accurate is the data collected; and lastly, the overall panel design.” 

     

    Another source reveals that the Ministry has been informed that the council will start signing contracts soon. “BARC is partnering with around six to seven tech organisations to complete the process,” the source claims.

     

    When asked about the Ministry’s reaction on the update, the council’s chairman of the technical committee Shashi Sinha says, “The Ministry is happy with the progress we are making and even we are happy with the way things are shaping up.”

     

    BARC has organised a press conference on 20 January in Mumbai to discuss further progress.

  • TV ratings: Ownership & FDI questions

    TV ratings: Ownership & FDI questions

    MUMBAI: To have foreign direct investment (FDI) in TV ratings or not, that is the question. And the recently-cleared TV ratings guidelines by the Cabinet Committee of Economic Affairs (CCEA) have brought this to the fore by their silence on this score. While announcing that the CCEA had given the go ahead to the ministry of  information and broadcasting (MIB) last week to the Telecom Regulatory Authority of India (TRAI)-recommended  guidelines for a regulatory framework for TV ratings in India,  minister Manish Tewari had this to say.

     

    “In so far as FDI is concerned we would make a separate reference to TRAI with regard to the quantum and need of FDI that should be permitted in ratings agencies. After the TRAI recommendations, the question of allowing FDI would be looked at. So as we speak, no FDI will be permitted in TV ratings agencies till we don’t have a recommendation on it.”

     

    Although the 2013 recommendations do not have any mention of FDI, it is noteworthy to point out that TRAI’s 2008 consultation paper on TV ratings does. The paper says that stakeholders feel that FDI should be restricted to 20 per cent in a TV ratings agency.  It also goes on to suggest that since no security issues were involved and little or no competition was prevailing (only two agencies existed at that time – TAM and aMap  and no regulation existed), that it would be okay of no if no FDI limit was imposed.  “Generally FDI encourages world class technology and international best practices,” TRAI had stated in the paper.

     

    So even as the TRAI was of the opinion that FDI was all right in 2008, in 2013 it gave the issue an ignore. Currently FDI limits for broadcasters are 100 per cent  for non-news and current affairs channels, for news channels 26 per cent, for cable TV 74 per cent, for DTH 49 per cent, for print 26 per cent for general news etc.

     

    Tewari stated that the question of FDI would be looked at after the TV ratings guidelines are notified by the ministry. Could the earlier recommendation of 20 per cent work as a guideline today? Or is the government going to be averse to FDI totally?

     

    Let us take a look at the other major guideline of cross holding in the TV ratings provider. The guideline states very clearly:  ‘No single company/legal entity either directly or through its associates or interconnect undertakings shall have substantial equity holding that is, 10 per cent or more of paid up equity in both rating agencies and broadcasters/advertisers/advertising agencies.’

     

    If one looks at the holding pattern of Mediametrie – the French ratings agency – which is soon to be announced as the Broadcast Audience Research Council’s (BARC’s) ratings partner,  France Televisions holds 22.89 per cent equity in it, TF1  10.8 per cent, Radio France 13.5 per cent and Union des Annonceurs 11.77 per cent.

     

    France Televisions in turn owns 49 per cent of TV5 Monde while AEF (formerly called France Monde) that runs France 24 owns 12.6 per cent of France Televisions. Quite a convoluted holding structure, but clearly one where broadcasters could be owning more than 10 per cent equity in the TV ratings provider.

     

    However, BARC officials are quick to clarify that it is BARC which will be providing the ratings and not Mediametrie. The latter is only a technology supplier and ratings are being outsourced to it. It owns no equity in the ratings company which is BARC. Hence, the question of more than 10 per cent equity ownership by broadcasters in Mediametrie is irrelevant and there will be no violation of TRAI’s guidelines, they emphasise.

     

    BARC, on its part is a non-profit organisation under section 25 of the Companies Act, with nominated representatives from the Indian Broadcasting Foundation, Indian Society of Advertisers, and Advertising Agencies Association of India. In a response to TRAI’s consultation paper, BARC had stated that even though the three may have conflicting interests in the ratings process, its articles of incorporation clearly state that “each has an equal voice in the design, and monitoring of the rating system, and in the administration of BARC, irrespective of the funding pattern.”

     

    TAM, on the other hand, has woes on both fronts as it not only does not comply with the FDI guidelines it also is has issues on the cross holding guideline as it is owned jointly by the WPP group and AC Nielsen. It is even listed on the WPP site as one of its companies.

     

    The key question that everyone is asking at the time of writing is whether TAM Media will move court against the guidelines, as they have come into force so many years after it has been operating in India with the equity and cross holding structures that it has. Or will it give up the fight and pack up just like Coca-Cola did in the seventies, when the government ordered it to reduce the FDI in it to 40 per cent.

  • The year of the great tossing

    The year of the great tossing

    The year Indian news television channels got a sneak peek at what Pi Patel must have experienced while battling the raging storm in mid-seas in Ang Lee’s Life award winning Life Of Pi. Like Pi, news channels were tossed around, heaved up and down, had spear sharp rain and high waves buffeting them, got scalded by the hot sun, went through bouts of starvation and dying thirst – and they lived – at least most of them did – to tell the tale. It was a tough, tough year for them no doubt.

    Rising inflation, a tough economic environment which saw advertising spends being slashed, rising costs for carriage on cable TV and DTH, further fragmentation and evaporation of viewership – all led to their top lines and even bottomlines being beaten black and blue. Net result: layoffs, restructuring, reorganisation, was the name of the game. To top it all, the regulators – the Information & Broadcast (I&B) ministry and Telecom Regulatory Authority of India (TRAI) – too got into the act. The I&B pushed ahead with its digitisation drive even as it cracked down on them for paid content, and the TRAI ordered a reduction in advertising time permitted on air on channels.

    The news television industry has always had problems of plenty. More than 100 TV channels battle for a piffling Rs 2000 crore in ad spends. And more jumped onto the bandwagon during 2013 -an estimate is that around 25 new news channels made their debut. As though there wasn’t enough competition for the small morsels of advertising available in the various states and languages all over the country. But what kept the whole industry gloomy was the heartbeat aka advertising revenue which stayed flat for the whole year; and for some it even dipped. The big players were the ones who got to taste a little blood while the others struggled to make money out of inventory.

    The alarm bells started ringing out earlier in the year when TAM Media the viewership ratings agency did a rejig with its panels and started reporting on LC1 towns and also a new set of data reflecting the digitisation that was spreading across phase 1 towns. As an outcome, some of the channels ended up showing near zero viewership. TAM said this was because real viewership patterns were cropping up with deeper penetration of people meters.

    NDTV India, one of the older news broadcast networks, tried in vain to prosecute TAM’s parent AC Nielsen in the US on charges of fraud, but the NY court shooed it away, saying it should fight the legal battle on Indian turf. Allegations of TAM being rigged started rising to a cacophony and unanimously several channels decided to unsubscribe from TAM including NDTV, Times, CNN and Zee. A fierce battle issued between channels, advertisers and TAM that also saw support grow for the Broadcast Audience Research Council (BARC).Angry advertisers threatened to pull out advertisements from channels that had unsubscribed from TAM- including the seven big networks. After weeks of an impasse, resolution finally came about with rolling ratings of four weeks and silver, gold and platinum packs for clients. The major change coming about was the conversion of TRPs to TVTs. Satisfied channels finally went back to TAM but are still clinging on to the new lifeline-BARC.

    It was in the second quarter of the year that a bunch of channels in Kolkata under the Saradha group went belly up with the financial and real estate group going bust. Questions were raised about the MIB’s laxity in issuing broadcasting licences. In a bid to tighten its procedures, it wrote to all channels, asking them to provide them with details about their operations and to see if they were still complying with the licence terms. Some 67 channels did not; and had their licences revoked. The MIB also became stricter about norms relating to directorial appointments on news channels’ boards.

    But the big big fight of the year was the one that blew up when the TRAI introduced a quality of service regulation that restricted advertising air time to just 12 minutes per hour. Broadcasters who were accustomed to showing 20 to 25 minutes of ads experienced a jolt when this came out. They all collectively revolted, specially the news channels claiming that their revenue would be affected in an industry that is already suffering much losses. The News Broadcasters Association (NBA) also met the I&B ministry to ask TRAI to go easy on this regulation.The industry seems to have pacified the ministry on the content front at least, with the NBA, the Broadcast Editors Association, and the Indian Broadcasting Foundation (IBF)’s Broadcast Complaints Content Council (BCCC) in place. This despite, 2013 saw paid news being discussed very aggressively. Suggestions to set up a body to monitor broadcast – just like how the Press Council of India (PCI) does for the print media – were made. But the NBA opposed this strongly, saying that the self-regulatory mechanisms that are in place are enough to ensure that the news channels stay in line.

    The news channels yelped that they feared a shut down if the ad cap were to be implemented right away. They suggested that the ad cap, if necessary to be implemented, should be concurrent with the completion of digitisation in the country as then there would be more revenue flowing in. I&B minister Manish Tewari seemed to concur and even came out in their support on this approach.

    The interim order got smiles on some of their phases. The year 2013 was choppy to say the least for most of the news industry. High carriage fees, a slowdown in advertising growth, and extremely thin subscription revenues had forced even the older and long established news networks to look for solutions to keep their businesses viable. Almost all of them reorganized, consolidated their news operations which led to lopping off of bloated employee payrolls. The big buzzword during the year was the integrated newsroom – wherein a centralized bureau of journos and news crew helps service web, TV, and other online properties for a news network having several news channels.Finally the regulator decided to give the news channels some more time. A new advertising limit per hour was set. 20 minutes of ad time for news channels and 16 minutes for GECs till 30 September and after that everyone would have to together switch to 12 minutes and would have to submit compliance reports. But this formula did not go down well with the NBA even as the TRAI announced that it would rap violators on their knuckles. Some NBA members– along with some other niche channels – decided to take steps to protect themselves. They challenged TRAI’s mandate in the Telecom Disputes Settlement Appellate Tribunal (TDSAT) which heard arguments from all the affected parties for nearly 20 days. The NBA’s appeal to the tribunal got them an interim order preventing the regulator from taking any action against erring channels, allowing them to heave a collective sigh of relief. Even as the TDSAT was about to deliver its judgment, a coincidental verdict was given by the Supreme Court which stated that the tribunal had no power to hear or adjudicate on challenges to TRAI regulations. Swiftly, the TDSAT dismissed the case and the NBA immediately moved the Delhi Court to hear its plea. The Delhi High Court after listening to the initial appeal decided to get into its details later, giving the next hearing date as 13 March 2014. It however gave an interim order disallowing the TRAI from taking any coercive actions against channels not following the 12 minute ad cap.

    At the time of writing, Zee Media Corp was slated to take the same route following the announcement of the merger of DMCL – the company that produces the Times of India-challenger newspaper DNA – with it. It had prepared for the merger by donning a new moniker, dropping Zee News and naming itself as Zee Media Corp. The year saw it running a skeleton Telugu news channel, even as it launched Zee Rajasthan Plus.Network18, NDTV, UTV Bloomberg, BAG Network, among many others shed staff. Network 18 bid adieu to nearly 350 people, NDTV shut down its Mumbai bureau itself and Bloomberg handed over the much dreaded pink slip to 30 staffers. Roles of those retained were redefined and they were given additional responsibilities.

    Several other new offerings are lined up for 2014 including an English news channel, English business channel and two regional channels for Odisha and Bihar-Jharkhand . The company also repackaged itself and came up with a new positioning which seeks to attract India’s youth to watch its news channels.

    The year 2014 looks set to be an exciting one with national elections on the anvil. Even international channels have taken note of this with Al Jazeera, France 24 and BBC World News sprucing up their presence in the country. But there are challenges that the broadcast news sector will have to face: the ad cap situation needs resolution, carriage fees need further reduction, and the struggle to make money continues. But what’s keeping the sector hopeful is the scheduled completion of digitisation by end 2014. The hope is that the dark clouds will part to reveal a silver lining. And then clear skies.With controversy surrounding the Sahara group and its consistent clashes with the Securities Exchange Board of India, it decided to drop the Sahara name from all the channels, retaining the Samay as a brand. India TV too changed its complete look while it has also brought on board several news professionals including veteran Q W Naqvi. Bag Films hired former Star group president Ravina Raj Kohli on its advisory board while IBN7 CEO Dilip Venkatraman left the organisation after giving it a new look. The ABP group announced that it would launch new services but was stalled on account of the MIB’s tough stance on licensing norms and procedures. Even then a rumour that persisted through the year was the rumour that its former partner Star India would re-enter the news channel business.

    The year 2014 looks set to be an exciting one with national elections on the anvil. Even international channels have taken note of this with Al Jazeera, France 24 and BBC World News sprucing up their presence in the country. But there are challenges that the broadcast news sector will have to face: the ad cap situation needs resolution, carriage fees need further reduction, and the struggle to make money continues. But what’s keeping the sector hopeful is the scheduled completion of digitisation by end 2014. The hope is that the dark clouds will part to reveal a silver lining. And then clear skies.

  • Cabinet set to deliberate on TV ratings guidelines

    Cabinet set to deliberate on TV ratings guidelines

    MUMBAI: The Telecom Regulatory Authority of India’s (TRAI’s) recommendations are seeing movement to enable them to serve as the gold standard for television ratings. Currently with the law ministry, the file relating to TV rating guidelines is expected to be presented to the Cabinet very soon.

    The TRAI had come up with its own analysis and recommendations around how TV ratings should be done in India following  discussions with the various stakeholders in September 2013; with the Union Cabinet expected to deliberate and give it sanction soon it could well be en route to become law.

     “The recommendations are fair and are neither pro nor against any measuring body. However, it is very clear that it will be passed by the cabinet,” says the highly placed source from the Indian Broadcasting Foundation (IBF).

    As reported by indiantelevison.com in September, the regulatory body had sent out the recommendations on what should serve as guidelines to put in place a transparent, credible and reliable television ratings process in the country.  

    Amongst the recommendations is that any agency wanting to offer TV viewership monitoring or rating services has to perforce get itself registered with the ministry of Information & Broadcasting (MIB) if it fulfills the following guidelines: “The rating agency shall be set up and registered as a company under the Companies Act, 1956; any member of the board of directors of the television rating agency should not be in the business of broadcasting/ advertising/advertising agency; the rating agency should have a minimum net worth of Rs 20 crore; the rating agency should also meet the prescribed cross-holdings requirements.”

    TRAI had also stated that to keep the ratings process credible, there should be a minimum of 20,000 panel homes which have to be set up within six months of the guidelines being implemented. Thereafter the number of panel homes has to be increased by 10,000 every year until it reaches 50,000.

    To meet and fulfill the last criteria, TAM, the current measuring body, will have to invest a large sum of moolah ( Rs 100 crore plus) every year. This could well be a major challenge for it, if sources are to be believed. For the Indian broadcast industry, has pretty much been chary of funding any of its expansion plans, in the past.

    “Its very existence will be under tremendous threat over the next year or so,” says a media observer. “If it manages to raise the money despite all the cross media equity holding restrictions, then it should be all right. But it will have to contend with BARC which will be getting the industry’s support and should start by mid to late next year.  I would not like to be in TAM’s shoes.”

    However, the source adds that most stakeholders involved in it hope that TAM will be able to participate in the working of BARC as well.

    Another industry source comments, “We don’t care about what happens to TAM. The industry has opted for a new measuring system, then why should we think about TAM’s fate?”

    Watever be the case, one thing is clear BARC is no more suffering teething problems and will sooner than later  bring about a paradigm shift in the audience measuring game in India. And as far as TAM goes, it needs come up to scratch and follow the TRAI guidelines.

    The ratings race may have only just begun.

  • BARC meets today, set to appoint Mediametrie as its rating partner

    BARC meets today, set to appoint Mediametrie as its rating partner

    MUMBAI: The French audience measurement company Médiamétrie will be the ratings partner for the Broadcast Audience Research Council (BARC). Though multiple vendors, both Indian and international had thrown in their bids to be the one who would power BARC’s ratings, sources reveal that the council has opted for the French research agency. Apparently, the final decision was taken over the weekend wherein the — members of BARC met along with Mediametrie reps to sign on the dotted line.

     

    Mediametrie will be using audio watermarking tech to monitor TV consumption by its 20,000 strong panel. It involves inserting an identifying  mark inaudible to the human ear into the channel’s feed which is delivered to TV homes.. The technology enables different reception modes to be used to measure a TV programme’s audience.

    Médiamétrie features in the world’s top 25 market research firms’ list.

     

    The formal announcement is expected to be made later this month.  Sources have confirmed that deadline set by BARC such as launching the ratings service by mid-2014 will be met.

     

    The meeting which went on for two hours in the BARC office also discussed the financial aspects of the ratings, but another meeting is slated to be held for the same.

     

    BARC CEO Partho Dasgupta did not confirm the finalisation of the appointment of Mediametrie. Responding in an email he said:  “The board of BARC met today to decide on technology and the path ahead. There was unanimity in deciding on a leap in technology to be used in television measurement.  The board approved the management and the technical and commercial committees to go ahead and finalise with a couple of international companies for this. The team will be completing the pilots and will start deployments soon. The board also decided on the funding mechanism and is encouraged by the response received from banks for funding the project.”

     

    But sources indicate that it is indeed Mediametrie which will get the go ahead.

     

    According to sources, BARC will start the field trial of meters from January 2014. While the seeding of meters will start from June, the commercial data will be available in the market from October. While initially 20,000 meters will be seeded, BARC will seed 25,000 boxes by 2014 end.

  • TRAI recommendations on accreditation of rating agencies accepted: Tewari

    TRAI recommendations on accreditation of rating agencies accepted: Tewari

    NEW DELHI: Even as the industry body Broadcast Audience Research Council (BARC) is struggling with its teething problems, the Information and Broadcasting Ministry (I &B) has accepted view of the Telecom Regulatory of India (TRAI) that the minimum number of homes that a rating agency should measure should be 20,000 within six months of the guidelines coming into force, after which the number should be increased by 10,000 every year to reach 50,000.

     

    Minister Manish Tewari has said that his Ministry would place these guidelines before the union cabinet, a note for which has already been circulated. The Ministry had earlier asked the regulator to provide its guidelines on the issue, after which TRAI had in September released its recommendations including a condition that they be notified within two months.

     

    He said most recommendations had been “more or less accepted.” “Once we have the cabinet approval, we will notify the guidelines,” he added. Interestingly, Tewari, during his speech, also touched upon the dispute on whether the foreign direct investment should be raised for the print media.  While the Press Council of India (PCI) had submitted its recommendations that the current levels of FDI in print media should be maintained, the Indian Newspaper Society (INS) had favoured raising the limit to 49 per cent. “We are trying to build a political consensus after all media is a sensitive area,” Tewari said.

     

    The TV audience measurement mechanism has been a subject of controversy in the past with many channels expressing dissatisfaction with TAM ratings.

     

    Tewari said the amendments to the Press and Registration Books Act were already on the Ministry website and stakeholders’ had sought fresh consultations on issues including ‘paid news’, which had been slated for Tuesday.

     

    Replying to a question related to setting up of a National Gaming and Animation Centre in Mohali in Punjab, Tewari said there was a problem as it was intended to be a Public-Private Partnership (PPP) but the private sector had not responded.

     

    He said government was considering a plan to set up the institute with Japanese assistance. Tewari said bills to give special status to Film and Television Institute of India (FTII) and Satyajit Ray Film and TV Institute had been sent to the Law Ministry. He said another proposal to give the status of ‘institute of national importance’ to the Indian Institute of Mass Communication was by and large ready.