ITV

Tag: TV measurement

  • TRAI recommends changes in BARC India to improve credibility, transparency of TV ratings

    TRAI recommends changes in BARC India to improve credibility, transparency of TV ratings

    MUMBAI: The Telecom Regulatory Authority of India (TRAI) has come out with its recommendation on television measurement and rating systems review. The regulatory body has advised structural reform in the existing body Broadcast Audience Research Council (BARC) India. It has stated that the changes are required to mitigate potential risk of conflict and increase credibility and transparency. 

    Changes in structural body; active participation of advertisers, advertising agency:

    The industry watchdog has also advised changes in the composition of the board of BARC India. The board should have at least 50 per cent independent members including measurement technology experts. Equal representation of AAAI, IBF, and ISA has also been recommended. 

    TRAI is of the opinion that active participation of representatives of the advertisers and the advertising agency will bring more accuracy, transparency, credibility, and neutrality in the system, due to their inherent need for advertisers to reach viewers accurately.

    Formation of oversight committee

    Moreover, an oversight committee has been recommended to create to guide the measurement body in the areas of research, design, and analysis. The need of multiple data collection agencies has also been mentioned for credible and accurate collection of data. 

    The Oversight Committee shall be broad-based with representation from the National Council of Applied Economic Research, IIM, IIT, media research expert and demography expert, nominee from the ministry of information & broadcasting, and TRAI. The Committee should also be responsible for nomination/appointment of independent members of the Board as well as to give policy direction to BARC India, if it is so required.

    Encouraging multiple data collection agencies

    TRAI says multiple data collection agencies need to be encouraged to create credible and accurate collection of data. Competition and multiple agencies for data collection and processing would bring in new technologies, new research methodologies, new methods in analysis, new and better ways to ensure better data quality.

    “Once multiple agencies come forward for rating, BARC should limit its role to publishing the ratings, and framing methodology and audit mechanism for the rating agencies, so that the number of agencies can develop multiple rating systems leveraging new technologies,” TRAI stated.

    Change in role of DPOs

    Notably, the regulatory body also stated that MIB should amend the DTH license and MSO registration so as to mandate STBs capable of transferring viewership data and adoption of RPD technology. This transfer of data can be done by establishing a return path/connection from STB to the remote servers of the Audience Measurement agency. 

    Anonymized viewership data should be transferred electronically to the Audience Measurement agency for statistical analysis and television rating purposes. No data from any STB should be transferred to the rating agency without explicit consent from the subscribers. 

    DPOs should be allowed to mutually negotiate the terms and conditions for sharing the data with the Measurement Rating agency within the overall framework prescribed by TRAI from time to time. Such a framework shall be prescribed by TRAI, once these recommendations are accepted by MIB. 

    More transparency, less intervention

    BARC has also been advised to stay at an arm’s length from its own subsidiary, Meterology Data Pvt Ltd., which is the sole data collecting agency for BARC, as of now, so that the entire process of measurement is carried out independently to ensure inherent checks in data inconsistency.

    “Efforts may be made to withhold the identity of the channel’s name, and number, while collecting and processing the data from the field to bring more transparency in the complete process. BARC should also separate its functions in two units (a) one unit should be responsible for prescribing methodology of ratings/validation of data, publishing the data and audit mechanism and (b) the other unit for processing the data, watermarking or any other such technical work including management of data collection agencies,” TRAI added.

    It has advised BARC to review/frame its outlier policy based on scientific study and market survey conducted from time to time along with automate data processing in such a manner that no manual intervention is required before the final TRP rating is released. TRAI suggests any type of manual intervention in the meter-level /raw data arising out of the household panel must be avoided. Manual intervention, if any, in abnormal circumstances should be reported and informed to the auditors also.

  • TRAI extends deadline for comments on TV audience measurement consultation paper

    TRAI extends deadline for comments on TV audience measurement consultation paper

    MUMBAI: Telecom Regulatory Authority of India(TRAI) came out with a public consultation on various facets of TV audience measurement and how the existing system could be made more robust in December 2018. The regulatory body has now extended the deadline for the second time on the request of stakeholders.

    The last date for receipt of written comments and counter-comments from the stakeholders has been extended up to 15 February and 28 February respectively. At the time of the release of the consultation paper, the last dates were 2 January and 16 January which were later extended up to 2 February and 16 February respectively.

    Television audience measurement in India continues to remain one of the key subjects that evoke reactions from stakeholders. Given that advertising expenditures are typically guided by such data and in the wake of the matter being raised at various fora, TRAI came out with the consultation paper.

    Telecom Authority of India (TRAI)’s move gains importance as stakeholders during meetings with the regulator, leading up to the present consultation, had conveyed that the present measurement system, spearheaded by a joint industry body Broadcast Audience Research Council India (BARC India), has done a credible job till now, but additional improvements could be made, including making data collection more robust and finding ways to curb panel infiltrations leading to possible manipulations. More so, as the industry has already invested in the present system over the past three years and it would be improper to try find alternate mechanisms at this juncture.

    Keeping such views in mind, TRAI has raised issues relating to RPD(return path data) and whether set-top-boxes deployed in the country were technically adept at catching such figures — initiatives that would add to data robustness. The specific questions asked are: What percentage of STB supports transferring viewership data through establishing a reverse path/connection from STB? What will be the additional cost if existing STBs without return path are upgraded?

    Asking whether regulatory tweaks were needed to reduce the impact of manipulation of measurement panels — an issue red-flagged by BARC India itself in an earlier consultation — TRAI has sought comments on the country-wide panel size and also the size of the individual panels in rural and urban areas.

    The consultation paper highlights several such issues, including if BARC India, the organisation presently doing audience measurement, has been able to accomplish its purpose.

    Industry observers said though the regulator may have raised pertinent issues, some of them could be answered by the stakeholders only if they decide to take a firm view on them. For example, TRAI asks whether the present sample size of bar-o-meters employed to collect data is adequate. The answer is, maybe no. But to increase the sample size, the stakeholders need to commit more financial investments and give BARC India the go-ahead — though annually some boxes are added to live up to promises made at the time Ministry of Information and Broadcasting green-lighted the BARC project.

    The TRAI paper also seeks inputs from the stakeholders regarding shareholding/ownership pattern of BARC India and whether its credibility and neutrality can be enhanced further, while highlighting various methods of collating such data in other countries, including the US, the UK and France.

    Some of the other issues highlighted in the TRAI paper are the following:

    # Is there a need to promote competition in television rating services to ensure transparency, neutrality and fairness to give TAM rating?

    # What regulatory initiatives/measures can be taken to make TV rating services more accurate and widely acceptable?

    # Is the current audience measurement technique used by BARC apposite?

    # Does broadcasting programmes that are out of their category or in different languages for some time during the telecast affect the TAM (TV audience measurement) rating? If so, what measures should be adopted to curb it?

    # Can TV rating, based on limited panel homes, be termed as truly representative?

    # What should be done to reduce the impact of manipulation of panel home data on overall TV ratings?

    # What should be the panel size both in urban and rural India to give true representation of audience?

    # What method/technology would help to rapidly increase the panel size for television audience measurement in India? What will be the commercial challenge in implementing such solutions?

    # Should DPOs be mandated to facilitate collection of viewership data electronically, subject to consent of subscribers to increase data collection points for better TRPs?

    # What percentage of STB supports transferring viewership data through establishing a reverse path/connection from STB? What will be the additional cost if existing STBs without return path are upgraded?

    # What method should be adopted for privacy of individual information and to keep the individual information anonymous?

    # What should be the level/granularity of information retrieved by the television audience measurement agency from the panel homes so that it does not violate principles of privacy?

    # What measures need to be taken to address the issue of panel tampering/infiltration?

    # Should BARC be permitted to provide raw level data to broadcasters? If yes, how secrecy of households, where the people meters are placed, can be maintained?

    BARC India, set up in 2015, is a joint venture amongst broadcast and advertising industry bodies IBF, AAAI, ISA with Indian Broadcasting Foundation or IBF being a majority shareholder. India’s public broadcaster Prasar Bharati also sits on the BARC India board. Apart from TV audience data, BARC India is also exploring rolling out similar figures for digital platforms.

  • TRAI extends deadline for comments on TV audience measurement overhaul

    TRAI extends deadline for comments on TV audience measurement overhaul

    MUMBAI: Earlier this month Telecom Regulatory Authority of India(TRAI) came out with a public consultation on various facets of TV audience measurement and how the existing system could be made more robust. The regulatory body has now extended the deadline for receipt of comments and counter comments based on a request from stakeholders.

    The last date for receipt of written comments and counter-comments from the stakeholders has been extended to 2 February and 16 February respectively. At the time of the release of the consultation paper, the last dates were 2 January and 16 January.

    Television audience measurement in India continues to remain one of the key subjects that evoke reactions from stakeholders. Given that advertising expenditures are typically guided by such data and, in the wake of the matter being raised at various fora, TRAI came out with the consultation paper.

    Telecom Authority of India (TRAI)’s move gains importance as stakeholders during meetings with the regulator, leading up to the present consultation, had conveyed that the present measurement system, spearheaded by a joint industry body Broadcast Audience Research Council India (BARC India), has done a credible job till now, but additional improvements could be made, including making data collection more robust and finding ways to curb panel infiltrations leading to possible manipulations. More so as the industry has already invested in the present system over the past three years and it would be improper to try find alternate mechanisms at this juncture.

    Keeping such views in mind, TRAI has raised issues relating to RPD(return path data) and whether set-top-boxes deployed in the country were technically adept at catching such figures — initiatives that would add to data robustness. The specific questions asked is: What percentage of STB supports transferring viewership data through establishing a reverse path/connection from STB? What will be the additional cost if existing STBs without return path are upgraded?

    Asking whether regulatory tweaks were needed to reduce the impact of manipulation of measurement panels — an issue red-flagged by BARC India itself in an earlier consultation — TRAI has sought comments on the country-wide panel size and also the size of the individual panels in rural and urban areas.

    The consultation paper highlights several such issues, including if BARC India, the organisation presently doing audience measurement, has been able to accomplish its purpose.

    Industry observers said though the regulator may have raised pertinent issues, some of them could be answered by the stakeholders only if they decide to take a firm view on them. For example, TRAI asks whether the present sample size of bar-o-meters employed to collect data is adequate. The answer is, maybe no. But to increase the sample size, the stakeholders need to commit more financial investments and give BARC India the go-ahead — though annually some boxes are added to live up to promises made at the time Ministry of Information and Broadcasting green-lighted the BARC project.

    The TRAI paper also seeks inputs from the stakeholders regarding shareholding/ownership pattern of BARC India and whether its credibility and neutrality can be enhanced further, while highlighting various methods of collating such data in other countries, including the US, the UK and France.

    Some of the other issues highlighted in the TRAI paper are the following:

    # Is there a need to promote competition in television rating services to ensure transparency, neutrality and fairness to give TAM rating?

    # What regulatory initiatives/measures can be taken to make TV rating services more accurate and widely acceptable?

    # Is the current audience measurement technique used by BARC apposite?

    # Does broadcasting programmes that are out of their category or in different languages for some time during the telecast affect the TAM (TV audience measurement) rating? If so, what measures should be adopted to curb it?

    # Can TV rating, based on limited panel homes, be termed as truly representative?

    # What should be done to reduce the impact of manipulation of panel home data on overall TV ratings?

    # What should be the panel size both in urban and rural India to give true representation of audience?

    # What method/technology would help to rapidly increase the panel size for television audience measurement in India? What will be the commercial challenge in implementing such solutions?

    # Should DPOs be mandated to facilitate collection of viewership data electronically, subject to consent of subscribers to increase data collection points for better TRPs?

    # What percentage of STB supports transferring viewership data through establishing a reverse path/connection from STB? What will be the additional cost if existing STBs without return path are upgraded?

    # What method should be adopted for privacy of individual information and to keep the individual information anonymous?

    # What should be the level/granularity of information retrieved by the television audience measurement agency from the panel homes so that it does not violate principles of privacy?

    # What measures need to be taken to address the issue of panel tampering/infiltration?

    # Should BARC be permitted to provide raw level data to broadcasters? If yes, how secrecy of households, where the people meters are placed, can be maintained?

    BARC India, set up in 2015, is a joint venture amongst broadcast and advertising industry bodies IBF, AAAI, ISA with Indian Broadcasting Foundation or IBF being a majority shareholder. India’s public broadcaster Prasar Bharati also sits on the BARC India board. Apart from TV audience data, BARC India is also exploring rolling out similar figures for digital platforms.

  • BARC could consider different ratings frequencies for different genres

    BARC could consider different ratings frequencies for different genres

    MUMBAI: The long tail gets an unfair deal – be it in television viewership ratings, print media readership surveys or radio audience research.  The long tail, in marketing, refers to the large number of products and services that are not consumed by the masses, like niche television channels and specialised publications.

     

    The small number of television channels or print publications that are consumed on a large scale always get more than their fair share in the audience or readership measurement systems.

     

    This was the general consensus at a panel discussion on “Measurement Miasma, TVTs, Readerships, Clicks and Such: The Great Love/Hate Epic” on the concluding day of the FICCI Frames 2014 on Friday.

     

    Not all measurement currencies can have the same frequencies, said Provocateur Advisory Principal Paritosh Joshi, who anchored the discussion. The results of measurement currencies are just data points.

     

    The need for different frequencies for measurement currencies was felt as different products have different consumption patterns.

     

    This prompted Entertainment Network India’s  Executive Director & CEO Prashant Panday suggest that the Broadcast Audience Research Council (BARC) consider different frequencies for different genres of television channels.

     

    Broadcast Audience Research Council CEO Partho Dasgupta responded by saying that BARC may look at having different frequencies for different genres.

     

    So, when BARC launches its television ratings service towards the end of 2014, we could see only the ratings for larger genres like the general entertainment channels (GECs) being released on a weekly basis and for the niche television channels less frequently.

     

    “We are trying to go beyond” (what the TAM Media Research provides). We will have different kinds of products and different slices,” elaborated Dasgupta.

     

    HDFC Life Sr Executive VP Sanjay Tripathy said there was a problem with TAM ratings because the sample size was not appropriate.

     

    He said research may not always give the right results and the advertisers need to tell the broadcasters that the measurement data is just a reference point.

     

    Pandey told the audience that they had two researches on radio audience in Delhi and the audience size put out by the two researches was hugely divergent. One research said the audience in Delhi is forty lakh and the other said it is over one crore.

     

    He said in television, 95 per cent of the channels are small and not captured correctly and that advertisers should be demanding better currencies.

     

    Google India  Director, Agency Business, Punitha Arumugam said there is a need for external validation of the result of any measurement currency.

     

    The discussion veered around the futility of validating the process of a measurement currency and that the validation should be of the result of the measurement currency. The result of a measurement currency should be explainable with external data.

     

    One of the panelists said when BARC issues its first ratings, and Star Plus, the undisputed number one channel under the current ratings currency, does not turn out to be the number one, there could be criticism of the ratings results. Star which is a member of BARC may decide  to disagree.

     

    HDFC Life’s Tripathy said advertisers need some data to justicy. “We spend so much.”

     

    In early days of television there was just Doordarshan and then came Zee. It was easy to choose the channel to advertise on. Today there are more than 200 channels.

     

    Tripathy said, “Media habits have now fragmented. We will have to chop… We will try to reach the target audience in the cheapest way.”

     

    There is also the issue of who will invest in a measurement system that will give the best measurement results. Partho said the cost of a television currency is mainly split between the broadcasters and advertisers.

     

    The need for a measurement currency is felt by everyone in the entire value chain across television, print and radio. Everyone in the value chains need to share the costs of robust measurement systems.