In an effort to streamline television ratings in the country, broadcasting sector regulator Telecom Regulatory Authority of India (Trai) has recommended that TV rating agencies should have a minimum of 20,000 panel homes for collecting viewership data and this number should increase by 10,000 every year till the figure of 50,000 is reached. It also expressed annoyance that its advice is often sought by I&B ministry on various issues and then no action is taken over the recommendations.
The Trai has in its recommendations on “guidelines for TV rating agencies” released on Wednesday asked the I&B ministry to notify guidelines for these agencies within two months.
The regulator pointed out that it had examined the same subject in 2008 but rued that little or no action was taken on its earlier recommendations.
Trai chief Rahul Khullar said that due to inaction over past recommendations, a two-month time frame for notification of guidelines had been suggested. “These are our suggestions, that you have to implement this system. Take a decision and announce it in two months. When we sent recommendations four years ago, nothing has been done till now,” he said. “There must be some degree of certainty when we make a recommendation, you take action on it, reject the recommendations if you don’t like it,” he added.
The I&B ministry had, in 2012, asked the regulator to give recommendations on issues related to accreditation mechanism for TV viewership rating agencies.
In its latest recommendations, Trai suggested that panel homes should be selected from a pool which is at least 10 times the number of panel homes for audience measurement.
It also suggested a voluntary code of conduct by the industry for maintaining secrecy and privacy of the panel homes.
Trai further suggested restrictions on substantial equity holding of 10 per cent or more between rating agencies, broadcasters, advertisers and advertising agencies.
The rating agency should set up an effective complaint redressal system and Trai also favoured self regulation of TV ratings through an industry-led body like Broadcast Audience Research Council (BARC).
It has also recommended that any agency that meets the eligibility conditions can apply and get registered with the I&B ministry for doing the rating work.
It also suggested penal provisions for non compliance of guidelines including financial penalty from `10 lakh to `1 crore and cancellation of registration.