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Policy Guidelines For Tam & TRP: A Necessity: Source

This document discusses the need for policy guidelines for television audience measurement (TAM) and television rating points (TRPs) in India. It provides background on TAM/TRPs and their importance for broadcasters, advertisers, and production houses. It outlines objectives to study issues with the current TRP rating system and analyze reliability from viewer and advertiser perspectives. It also examines the history of television in India, growth of the number of channels, importance of ratings for advertising revenue, current rating services, shortfalls of the rating system, and recommendations to address issues.

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216 views12 pages

Policy Guidelines For Tam & TRP: A Necessity: Source

This document discusses the need for policy guidelines for television audience measurement (TAM) and television rating points (TRPs) in India. It provides background on TAM/TRPs and their importance for broadcasters, advertisers, and production houses. It outlines objectives to study issues with the current TRP rating system and analyze reliability from viewer and advertiser perspectives. It also examines the history of television in India, growth of the number of channels, importance of ratings for advertising revenue, current rating services, shortfalls of the rating system, and recommendations to address issues.

Uploaded by

shreyas1111
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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POLICY GUIDELINES FOR TAM &

TRP: A NECESSITY

 SOURCE: www.trai.gov.in

Presented By:
Shreyas Laste
Roll No. 28
INTRODUCTION
 Television Audience Measurement (TAM)/
Television Rating Points (TRPs) have been
in existence in India since 1993.

 TRP is the criterion that indicates the


popularity of a channel or programme.

 Widely used by broadcasters, advertisers


and production houses.
OBJECTIVES
o To study the lacuna’s in current TRP
rating system.

o Analyzing the reliability of audience


measurement reports both from the
perception of viewers and advertisers.
AN OVERVIEW OF THE INDIAN
TELEVISION
 The first telecast in India was started by
Doordarshan (DD), on September 15, 1959
in New Delhi.
 Increase in TV viewership from 88 million
homes in 2000 to 112 million in April 2006.
 No private enterprise was allowed to set up
TV stations or to transmit TV signals.
 Presently 120 million are homes owning
television, out of which 68 million homes
are having cable and satellite connections.
PERIODIC GROWTH OF NO.
OF CHANNELS
500
450
400
350
300
No. of 250
channels no. of channels
200
150
100
50
0
1991 1996 2008 2011
Year
IMPORTANCE OF THE RATINGS
 Nearly Rs.6,600 crore of air-time buying
and selling is done by big media and
corporate entities on the basis of TAM
ratings.

 41% of total revenue out of Rs. 163 billion


earned by govt. through advertisement is,
is contributed by TV advertisements.

 The broadcasters fix the rates of


advertisement for different programs based
on the popularity ratings of TRP.
RATING SERVICES IN INDIA
 Initially only Doordarshan Audience
Ratings (DART) was available to collect
the data.

 Presently there are only two commercial


rating agencies i.e. TAM & aMap.

 There sample size varies from 6000 to


7000.

 TAM issues its ratings on weekly basis


where as aMap on daily basis.
SHORTFALLS OF RATING
SYSTEM
 Limitations of sample size.

 Reliability of the ratings.

 Lack of Validations.

 Measurement methods.

 Inadequate competition.
METHORDOLOGY
 Data type : Primary & Secondary

 Sample size : 30000

 Sample unit : TV audience

 Sampling method : Random convenience


RECOMMENDATIONS
 Increase sample size.

 Independent audit for methodology


adopted by rating agencies.

 Measuring method must be compatible


with emerging technology.

 Increase competition.
CONCLUSION
 Ratings are biased towards urban
areas.

 lack of transparency in methods


adopted for selection of the
households.
THANK YOU

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