(28 March 2008 7:30 pm)

NEW DELHI: Keeping in mind that the television ratings system should be more representative, the Telecom Regulatory Authority of India (Trai) has released a consultation paper on "Policy Guidelines for Television Audience Measurement/Television Rating Points (TRP)."

There are also issues of standards or norms to be followed by the rating agencies, as well as measures to encourage competition among the agencies.

India currently has two agencies, with Tam being largely accepted as the industry standard. aMap is struggling to spread its influence in the industry.

Trai has sought comments on the issue of mandatory audits to be performed by independent auditors for validation of ratings, their qualifications, scope of such audit and who should the auditors report to. Other issues are the need for government regulation, the guidelines for the ratings equipments, scope of sample size and minimum coverage area requirements.

The Ministry of Information & Broadcasting (MIB) has been quite concerned about the impact TRP has on skewing up content, especially news content, where, it believes, eyeball-chasing has led to distortion and excessive dependence on violence - domestic and social.

"Television Rating Points are of interest to broadcasters, media agencies and advertisers. The TRPs are influencing the ad spend, programme scheduling, content and often the pricing of channels. Considering their impact on the broadcasters, advertisers and viewing public, accuracy of TRPs have assumed great importance," the note says.

MIB had sought recommendations of Trai on the system and framework of TRP, and the policy guidelines to be adopted for rating agencies.

"The letter (from the ministry) has broadly indicated the need for an appropriate framework which ensures transparency, independence of rating agencies and increased coverage reflecting the plurality of regions and viewership," the Trai note observes.

Trai says that international experience suggests pre-dominance of self regulating oversight bodies.

Trai also wants to know from the interested stakeholders whether there should be restrictions on crossholding between the ratings agencies and their clients.

Looking at the impact of TRPs on broadcasters, advertising agencies and advertisers, through this consultation paper, Trai has sought views on the basic question.

Trai says that the first and foremost issue is whether there is at all a need for the government to regulate the system of TRP, or whether this should be left to be decided by industry initiative for the growth of the rating services.

The stakeholders have been requested to send their comments by 21 April 2008.