1

1
1
1
1
1
Response1to11
Draft1Recommendations1
On1
Policy1and1Operational1issues1for1Television1Audience1
Measurement1(TAM)/1Television1Rating1Points1(TRP)1

TAM Media Research Page 1 of 13 July 31st, 2008

 Section1I.1Executive1Summary1
1
The1TRAI1draft1recommendation1(TDR)1on1Television1Audience1Measurement1is1
a1comprehensive1analysis1of1several1viewpoints.1There1are1many1positives1in1the1
recommendations.1Importantly,1 there1is1recognition1 that1 running1 a1Peoplemeter1
panel1is1indeed1a1complex1activity1requiring1specialized1skills.1
1
The1 UN1 Covenant1 of1 Civil1 and1 Political1 Rights1 in1 Article1 191 safeguards1 the1
freedom1 for1 market1 researchers1 to1 seek,1 receive1 and1 impart1 information:1
“Everyone1shall1have1the1right1to1freedom1of1expression;1this1right1shall1include1
freedom1to1seek,1receive1and1impart1information1and1ideas1of1all1kinds…”.1Any1
restrictions,1therefore,1on1the1conduct1of1market1research1which1is1not1to1protect1
public1order,1public1health1or1morals,1could1be1considered1as1an1infringement1of1
basic1rights1protected1under1the1UN1charter.1
1
There1are1some1points1where1further1clarity1is1required.1For1example,1while1the1
TDR1suggests1that1the1government1play1only1a1facilitating1role1under1an1industry1
self,regulatory1framework,1the1details1appear1to1suggest1that1the1involvement1of1
the1 government1 will1 span1 the1 entire1 range1 of1 ratings1 activity1 ,1 from1 agency1
selection1to1auditing.11We1maintain1that1it1is1the1industry1body1of1subscribers1that1
can1best1define1the1scope1and1coverage1of1television1audience1measurement.11
1
We1feel1Prasar1Bharati1has1a1significant1role1to1play1in1this1process.1Having1a1dual1
role1 as1 a1 public1 broadcaster1 and1 member1 of1 the1 industry,1 they1 can1 contribute1
positively1 in1 shaping1 the1 system.1 This1 becomes1 significant1 when1 we1 speak1 of1
extending1 coverage1 to1 rural1 India.1 We1 would1 welcome1 Prasar1 Bharati’s1 active1
participation1in1the1industry1body.11
11
The1TDR1makes1recommendations1with1regard1to1the1ownership1pattern1of1rating1
agencies.1 These1 guidelines1 will1 tend1 to1 have1 the1 effect1 of1 reducing1 the1 level1 of1
competition1 rather1 than1 achieving1 the1 avowed1 objectives1 of1 the1 Authority1 of1
promoting1 competition1 in1 the1 industry.1 The1 focal1 point1 of1 the1 draft1
recommendations1 and1 policy1 appears1 to1 be1 to1 monitor1 and1 introduce1 measures1
in1an1industry1which1has1a1limited1number1of1players1and1cannot1be1regarded1as1
a1policy1for1the1public1at1large.1The1Authority1has1sought1to1build1a1link1between1
promoting1 competition1 and1 regulating1 content.1 However,1 while1 increased1
competition1in1the1 broadcast1industry1 can1 help1in1providing1options1in1 content,1
the1link1with1competition1in1the1ratings1industry1is1not1clear.

TAM Media Research Page 2 of 13 July 31st, 2008

We1are1concerned1that1certain1misconceptions1of1the1ratings1system1have1found1
mention.1Some1of1these1have1been1clarified1here1in1this1document.11
1
We1hope1that1the1Authority1will1consider1the1points1in1this1document1and1review1
its1 proposed1 guidelines1 and1 draft1 recommendation1 in1 light1 of1 the1 comments1
provided1herein.1

TAM Media Research Page 3 of 13 July 31st, 2008

 Section1II.11General1observations1
1
We1are1happy1to1note1that1the1TRAI1draft1recommendation1(TDR)1on1Policy1and1
Operational1 Issues1 for1 Television1 Audience1 Measurement1 (TAM)1 /1 Television1
Rating1 Points1 (TRP)1 recognizes1 that1 running1 a1 Peoplemeter1 panel1 is1 a1 complex1
exercise1requiring1expertise1and1experience.11
1
We1 appreciate1 that1 some1 progressive1 recommendations1 have1 been1 proposed,1
which1inter1alia1propose:1
1) That1the1government1should1assist1the1rating1agency1in1making1data1such1as1
that1 of1 the1 Census1 or1 the1 Electoral1 rolls1 more1 accessible1 to1 ensure1 better1
sampling1
2) That1panels1should1be1audited1by1professionals1having1the1necessary1skill,sets1
3) That1educational1activities1are1an1important1component1of1the1ratings1activity1
4) That1it1is1important1to1protect1confidentiality1of1the1identity1of1panel1members1
1
Internationally,1 industry1 bodies1 are1 an1 effective1 way1 of1 ensuring1 that1 a1 reliable1
system1 is1 in1 place.1 1 Also,1 the1 freedom1 of1 market1 researchers1 is1 safeguarded1 in1
article1191of1the1UN1Covenant1of1Civil1and1Political1Rights,1two1of1the1main1ideas1
being:1
1
a)1Everyone1shall1have1the1right1to1hold1opinions1without1interference.1
1
b)1Everyone1shall1have1the1right1to1freedom1of1expression;1this1right1shall1include1
freedom1 to1 seek,1 receive1 and1 impart1 information1 and1 ideas1 of1 all1 kinds,1
regardless1of1frontiers,1either1orally,1in1writing1or1in1print,1in1the1form1of1art,1or1
through1any1other1media1of1his1choice.1
1
We1also1understand1that1nuances1and1practicalities1of1measurement1have1found1
mention:1
“[…]1the1sample1needs1to1be1increased1by1a1factor1of1four1in1order1to1double1the1accuracy1
and1there1is1always1a1trade,off1between1demographic,1geographic1and1platform1reporting1
needs1and1the1costs1of1sample1increases.”11 1 1 1 1 1 (p.153)1
There1 is1 also1 significant1 discussion1 on1 the1 use1 of1 set,top1 boxes1 as1 a1 measuring1
device1which1shows1that1the1Authority1is1forward,looking.11
1
We1are1also1happy1that1our1efforts1have1gained1a1measure1of1recognition1and1that1
the1 Authority1 has1 welcomed1 comments1 to1 the1 drafted1 recommendations1 to1 the1

TAM Media Research Page 4 of 13 July 31st, 2008

policy1considering1that1the1present1system1is1itself1a1product1of1industry,rating,
agency1interaction.1
“The1Authority1also1noted1the1recent1measures1taken1by1the1incumbent1rating1agency1in1
improving1the1system1of1television1audience1measurement”111 1 1 (p.144)1
1
As:11
“It1 may1 be1 recalled1 that1 TAM1 Media1 Research1 works1 in1 partnership1 with1 the1 Joint1
Industry1Body1comprising1representatives1from1the1Indian1Society1of1Advertisers1(ISA),1
Indian1 Broadcasting1 Foundation1 (IBF)1 and1 Advertising1 Agencies1 Association1 of1 India1
(AAAI).”1 1 1 1 1 1 1 1 1 1 1(p.143)1
1
The1final1recommendation1says:1
“The1Authority1has1concluded1that1for1the1present,1self1regulation1may1work1best1and1a1
framework1 laying1 specific1 guidelines1 including1 certain1 reporting1 requirements1 would1
effectively1address1the1shortcomings.”1 1 1 1(point171of1the1press1release)1
1
The1 aforesaid1 indicates1 the1 positive1 initiative1 taken1 by1 the1 Authority1 and1 the1
government1willing1to1play1the1role1of1a1facilitator.11

TAM Media Research Page 5 of 13 July 31st, 2008

 Section1III:1Comments1on1specific1guidelines1
1
1) Government’s1role1
On1 perusing1 the1 draft1 recommendations1 in1 greater1 detail1 and1 more1
particularly1the1following,1contrary1to1the1belief1that1the1government’s1role1is1
only1of1a1facilitator,1one1finds1that1the1government’s1role1is1extended1and1not1
limited1to1only1being1a1facilitator:1
i) “The1Ministry1of1Information1&1Broadcasting1shall11
x Provide1the1key1eligibility1norms1for1the1selection1of1rating1agencies1and11
x Also1 provide1 performance1 obligation1 norms1 including1 scope1 of1 work1 in1 the1
Request1 for1 Proposal1 (RFP)1 issued1 by1 BARC1 for1 appointment1 of1 rating1
agencies.”111 1 1 1 1 1 (p.146)…bullets1added1
1
ii) “…their1[the1Government1nominees]1affirmative1vote1will1be1a1prerequisite1on1the1
issue1of1TRP1agency1selection1methodology.”11 1 1 1(p.145)11
1 1
The1 above1 unfortunately1 suggests1 that1 the1 authority1 has1 doubts1 about1 the1
measurement1system1management1capabilities1of1the1industry1and1the1rating1
agency1 together.1 Since1 the1 industry1 finally1 uses1 the1 data1 in1 planning1 their1
commercial1operations,1it1is1recommended1that1the1industry1must1be1the1final1
judge1 on1 deciding1 elements1 such1 as1 eligibility1 norms1 or1 performance1
obligations.1 BARC1 includes1 representation1 from1 all1 segments1 subscribing1 to1
the1rating1service.1This1system1of1checks1and1balances,1where1no1single1player1
has1 a1 disproportionate1 control1 over1 the1 scope1 and1 coverage1 of1 the1 ratings1
system,1ensures1a1fair,1transparent1and1reliable1system.1
1
Moreover,1the1Authority’s1recommendation1that1the1presence1of1government1
nominees1is1compulsory1to1transact1business1in1the1BARC1board1meetings1is1
contrary1 to1 usual1 business1 practice1 requiring1 a1 quorum1 for1 conduct1 of1 its1
meetings.11
1
Lastly,1we1see1a1significant1role1for1Prasar1Bharati1in1the1industry1body.1Being1
a1public1broadcaster,1Prasar1Bharati1can1help1shape1the1scope1and1coverage1of1
the1system1especially1the1coverage1of1rural1India.1
1
2) Ownership1pattern1of1ratings1agencies1
The1 Authority1 has1 made1 recommendations1 with1 regard1 to1 the1 ownership1
pattern1 of1 rating1 agencies.1 We1 believe1 that1 the1 recommendations,1 as1 they1
currently1 stand,1 will1 tend1 to1 restrict1 the1 level1 of1 competition1 in1 the1 ratings1
business.1 This1 conflicts1 with1 the1 avowed1 objective1 of1 the1 Authority1 to1

TAM Media Research Page 6 of 13 July 31st, 2008

 promote1 competition.1 We1 would1 recommend1that1 there1 is1 full1and1 complete11
disclosure1of1the1ownership1patterns1of1ratings1businesses1so1that1subscribers1
of1the1ratings1services1are1aware1of1the1implications1of1subscribing1to1one1or1
the1other1service1provider1(the1principle1of1caveat1emptor).1Full,disclosure1will1
help1uncover1‘phantom1owners’1behind1the1rating1businesses.1
1
3) Content1and1measurement1
Without1commenting1on1the1issue1of1content1regulation,1in1the1present1context1
we1believe1that1attempts1at1content1regulation1need1to1be1separated1from1the1
issue1of1measurement.1After1all,1one1could1always1have1‘misleading/offensive’1
content1 even1 without1 ratings.1 The1 science1 behind1 the1 ratings1 process1 is1
content1neutral.11
1
Content1 and1 measurement1 regulations/recommendations1 seem1 to1 be1
restricted1 to1 the1 television1 medium.1 Print,1 for1 example,1 also1 has1 a1
measurement1system1associated1with1it1and1the1medium1itself1has1a1powerful1
influential1 effect.1 It1 is1 not1 clear1 why1 the1 television1 medium1 alone1 should1 be1
singled1out.1
1
4) Freedom1of1research1
Article1 191 of1 the1 UN1 Covenant1 of1 Civil1 and1 Political1 Rights1 that1 safeguards1
the1 rights1 of1 market1 researchers1 has1 already1 been1 referred1 to.1 The1 market1
research1industry1has1its1own1codes1viz.1the1MRSI1Code1of1Conduct1and1the1
ICC/ESOMAR1International1Code1on1Market1and1Social1Research.1In1addition1
we1also1have1the1industry1body1overseeing1the1ratings1service.1With1all1this,1it1
is1difficult1to1see1why1government1oversight/regulation1is1necessary.1
1
5) Panel1security1
1“It1is1the1prime1responsibility1of1the1ratings1agencies1to1keep1such1information1secret1
and1ensure1that1it1is1not1violated1in1any1manner.1It1will1be1the1responsibility1of1the1
Industry1led1body1to1ensure1that1the1secrecy1has1indeed1been1maintained.”11 (p.167)1
1 1 1 1 1 1 1
While1 we1 appreciate1 the1 concern1 in1 this1 regard1 and1 welcome1 the1
recommendation,1 the1 above1 is1 not1 correct1 in1 entirety.1 The1 responsibility1 to1
maintain1secrecy1lies1with1 each1 of1the1 industry1 constituents1in1ensuring1 that1
none1 of1 their1 personnel1 is1 engaged,1 directly1 or1 indirectly,1 in1 trying1 to1
compromise1 panel1 security.1 There1 are1 vested1 interests1 that1 wish1 to1
compromise1 the1 confidentiality1 of1 the1 panel.1 We,1 at1 TAM1 Media1 Research1
Private1Limited1(TMRPL),1have1introduced1measures1in1keeping1these1issues1
at1bay.11A1stringent1law1needs1to1be1in1place1to1strongly1deter1such1elements.11

TAM Media Research Page 7 of 13 July 31st, 2008

6) Complaint1Redressal1mechanism11
The1 mechanism,1 as1 suggested,1 is1 restricted1 to1 complaints1 against1 the1 ratings1
system.1 It1 must1 be1 recognized1 that1 the1 ratings1 organization1 itself1 needs1 its1
complaints1addressed1in1a1formal1fashion.1These1could1be1resolved1through1a1
committee1comprising1senior1industry1users.1
1
7) Duties1and1levies1on1Peoplemeter1equipment11
There1 is1 at1least1 one1other1specific1 area1where1 the1government1 can1help1–1 in1
facilitating1 larger1 sample1 sizes1 by1 reducing1 customs1 duties1 and1 levies.1 It1 is1
everyone’s1 desire1 that1 the1 sample1 size1 should1 increase1 and1 wider1 coverage1
attained.1 One1 good1 option1 would1 be1 to1 reduce1 duties1 and1 levies1 on1
Peoplemeter1equipment,1currently1at1over150%,1in1order1to1drastically1increase1
sample1 sizes.1 We1 would1 be1 happy1 if1 these1 could1 be1 included1 as1 part1 of1 the1
final1recommendations1of1the1Authority.1

TAM Media Research Page 8 of 13 July 31st, 2008

 Section1IV:1Clarifications1on1aspects1of1the1ratings1system1
1
1) TMRPL1and1Digital1measurement1
Equipment1and1technology1used1till1recently1by1TAM1Media1Research1was1not1DTH1
and1CAS1compatible.11 1 1 1 1 1 1 1 (p.116)1
TMRPL1was1ready1for1digital1as1soon1as1it1was1introduced.1Digital1penetration1
has1 picked1 up1 in1 the1 last1 1.51 years1 necessitating1 a1 greater1 thrust1 on1 digital1
metering1 –1 currently1 done1 by1 TMRPL1 by1 way1 of1 state,of,the,art1 TVM51
meters.1 As1 far1 back1 as1 2003,1 AAAI1 and1 TMRPL1 jointly1 released1 a1 paper1 on1
CAS1 and1 its1 measurement1 implications.11 These1 have1 been1 followed1 by1 other1
releases1from1TMRPL.1For1example,1a1technology1demonstration1to1the1IBF1in1
January1 2007,1 a1 client1 conference1 on1 digital1 in1 April1 2007.1 These1 and1 other1
aspects1of1measuring1digital1have1been1pointed1out1in1a1separate1point1in1our1
response1to1the1Authority’s1consultation1paper.11
1
2) TMRPL1and1JIB1
“The1JIB1has1largely1remained1non1functional.”1 1 1 1 1 1(p.115)1
On1 the1 contrary,1 there1 was1 a1 great1 deal1 of1 interaction1 with1 the1 JIB1 –1 mainly1
through1its1Technical1Committee.1Documentary1evidence1of1this1can1be1seen1
in1the1 form1of1the1 early1India1 Peoplemeter1 Updates1 –1a1 total1 of1five1 updates1
over1 seven1 years,1 attached1 as1 annexures1 to1 our1 response1 to1 the1 consultation1
paper1,1which1summarizes1the1joint1decisions.11
1
The1 Technical1 Committee1 itself1 had1 working1 groups.1 One1 of1 these1 was1 the1
Research1 Design1 sub,committee,1 in1 close,coordination1 with1 which1 all1 the1
panel1 expansions1 were1 planned1 and1 research1 aspects1 such1 as1 sample1 design1
decided.11
1
3) TMRPL1and1Meter1Pricing11
“TAM1Media1Research1has1informed1the1Authority1that1each1people1meter1is1costing1
around1Rs.175,0001to11,00,0001.”11 1 1 1 1 1 1(p.154)1
The1 above1 quoted1 costs1 are1 for1 digital1 meters.1 The1 nature1 of1 the1 measuring1
device1determines1its1price.1Digital1meters1are1definitely1more1expensive1than1
the1ones1that1measure1only1analog1signals.11
1

1
India Peoplemeter Update III – FAQs on CAS , August 2003 - one of the annexures submitted to the
authority in our response to the consultation paper

TAM Media Research Page 9 of 13 July 31st, 2008

 The1price,range1of1analog1meters1ranges1from1Rs.125,0001to1Rs.140,000.1When1
rating1 service1 providers1 suggest1 that1 meters1 are1 available1 at1 Rs.1 30,0001 –1 Rs.1
40,000,1it1must1be1clarified1whether1reference1is1to1analog/frequency1meters1or1
digital1meters.11
1
As1 stated1 earlier,1 the1 government1 can1 play1 a1 significant1 role1 in1 reducing1 the1
costs1 of1 landed1 metering1 equipment1 by1 rationalizing1 customs1 duties1 and1
levies.1
1
4) TMRPL1and1audits1
“At1 present1 there1 is1 no1 system1 of1 independent1 audit1 to1 conduct1 any1 kind1 of1
verification1of1the1various1steps1involved1in1the1rating1process.”11 1 (p.169)1
1
We1 would1 like1 to1 highlight1 that1 TMRPL1 has1 commissioned1 independent1
reviews1 and1 audits1 of1 the1 system.1 This1 has1 also1 been1 pointed1 out1 in1 our1
response1to1the1consultation1note1(p.115).1
1
On1 methodology,1 while1 the1 JIB1 itself1 acted1 as1 an1 independent1 body1 to1 vet1
procedures1 used,1 these1 are1 currently1 reviewed/audited1 by1 a1 reputed1
professional,1 whose1 recommendations1 are1 incorporated1 into1 our1 workings.1
The1process1audit1(that1includes1panel1security)1is1currently1being1conducted1
by1an1Indian1auditing1firm.1
1
5) TMRPL1and1panel1rotation1
“…such1information1on1TAM1Media1Research1is1not1available”1 11 (p.167)1

This1information1is1readily1available1and1in1fact1it1also1forms1part1of1relevant1
client1 proposals1 that1 TMRPL1 sends1 out.1 Panel1 turnover1 indices1 are1 tracked1
weekly1 as1 part1 of1 the1 quality1 control1 procedures1 in1 TMRPL1 and1 have1 been1
declared1at1JIB1Technical1Committee1meetings1in1the1past.1Our1panel1turnover1
percentage1 has1 also1 been1 declared1 at1 meetings1 where1 representatives1 of1 the1
Authority1have1been1present.11
1
6) Proprietary1methods1
“However,1where1the1Government1is1of1the1opinion1that1it1is1necessary1or1expedient1to1
disclose1the1information1/1reports1in1public1interest,1it1may,1for1reasons1to1be1recorded1
in1writing,1do1so”111 1 1 1 1 1 1 1 (p.147)1
1
Proprietary1 methods1 are1 critical1 to1 research1 and1 form1 a1 basic1 part1 of1 its1
Intellectual1 Property1 Rights.1 Based1 on1 a1 subjective1 opinion,1 making1

TAM Media Research Page 10 of 13 July 31st, 2008

 proprietary1 information/reports1 public1 effectively1 destroys1 the1 agencies’1
competitiveness1and1is1a1deterrent1to1transparency.1
1
7) TMRPL1and1sample1sizes1
“TAM1Media1Research,1proposes1to1increase1its172001People1meters1to180001meters1
by1end1of12008.1However,1they1would1still1remain1inadequate”1 1 1 (p.154)1

The1 size1 of1 the1 panel1 is1 large1 when1 compared1 to1 international1 panel1 sizes,1
especially1 when1 one1 sees1 that1 we1 have1 a1 significantly1 larger1 average1
household1size.11We1are1unclear1on1how1the1generalization1on1the1inadequacy1
of1 sample1 size1 is1 arrived1 at.1 Larger1 sample1 sizes1 are1 also1 dependent1 on1 the1
support1that1the1industry1is1ready1to1provide.1The1current1sample1sizes1were1
decided1in1consultation1with1the1industry1body.1
1
8) TMRPL1and1Methodology1
It1 is1 unfortunate1 that1 some1 conclusions1 such1 as1 the1 following1 have1 been1
drawn1and1are1based1on1wrong/misleading1data.1They1portray1a1grey1view1of1
the1measurement1system1and1reinforce1prejudices.11
“All this highlights inadequacy of rating methodology presently being followed”
(p.116)1
The1lines1preceding1the1above1statement1in1the1TDR1state1the1information1on1
which1this1conclusion1is1drawn:1 (The1one1on1digital1measurement1has1been1covered1in1
point111above)11
i)1 “Ratings1 are1 currently1 based1 on1 cable1 homes.1 Since1 there1 is1 large1 scale1 under1
reporting1of1cable1homes,170001people1meters1are1grossly1inadequate.”111 (p.116)11
1
Ratings1 in1 no1 way1 are1 based1 on1 cable1 homes1 alone.1 TMRPL1 covers1 all1
platforms1including1Terrestrial.1In1fact,1‘availability1of1terrestrial1signal1of1
DD1News’1is1a1parameter1in1sample1town1selection.1
1
On1 the1 issue1 of1 sample1 size1 and1 “under,reporting1 of1 cable1 homes”:1 the1
estimate1of1cable1homes1is1based1on1an1independent1establishment1survey1
(NRS)1 projected1 to1 census1 data.1 This1 estimate1 is1 not1 influenced1 by1 any1
other1 under,reporting1 that1 may1 occur1 and1 thus1 does1 not1 impact1 the1
sample1size,1in1the1sense1used1here.1
1
1
…1

TAM Media Research Page 11 of 13 July 31st, 2008

 ii)1 “Also,1 since1 nearly1 601 per1 cent1 of1 television1 sets1 are1 old1 black1 and1 white1 ones,1
reliability1 of1accuracy1of1 sensing1device1of1 people1meter1is1 doubtful1in1 capturing1
the1viewership.” (p.116)1
It1 unclear1 as1 to1 what1 the1 type1 of1 TV1 set1 has1 to1 do1 with1 accuracy1 of1 the1
sensing1device.1Our1Peoplemeter1equipment1has1been1tested1extensively1in1
30+1countries1around1the1world1where1we1operate.1In1India1itself,1we1have1
worked1for1over1a1decade1and1have1had1no1problems1measuring1any1type1
of1TV1set1accurately.11
1
iii)1As1a1result,1channels1having1more1viewership1in1rural1or1among1certain1sections1
are1disadvantaged1in1the1ratings.1 1 1 (p.120)
TMRPL1does1not1leave1out1any1demographic1segment1within1its1universe1
definition.1It1was1suggested1that:1
“Rating1 does1 not1 reflect1 all1 sections1 of1 the1 society1 as1 it1 works1 by1 getting1 the1
cooperation1of1a1few1active1households1belonging1to1certain1sections1of1the1society”1
(p.12)1
However,1our1sampling1scheme1goes1right1down1to1recruiting1households1
from1 Socio,Economic,Classification1 E1 (those1 at1 the1 bottom1 of1 the1 SEC1
pyramid).1To1say1that1we1leave1out1certain1segments1within1our1universe1
definition1is1not1true.1
1
iv)1 “Operations1 are1 limited1to1a1 few1 large1 cities1 with1 a1 population1 above1 one1 lakh”1
1 (p.116)1
The1 number1 of1 cities1 TMRPL1 covers1 (145)1 amounts1 to1 40%1 of1 the1 total1
towns1 in1 the1 universe1 it1 represents1 ,1 a1 very1 large1 proportion1 covered1
under1any1sampling1scheme.11
1
We1are1concerned1that1it1is1these1misconceptions1that1have1led1the1Authority1to1
make1the1following1conclusions:1
The1deficiencies1pointed1out1by1I1&1B1Ministry1in1the1existing1scheme1of1television1rating,1
have1 more1 or1 less1 been1 confirmed1 from1 the1 feedback1 obtained1 during1 the1 consultation1
process1initiated1by1the1Authority.11 1 1 1 1 1 1 (p.135)1
Signs1of1market1failure1are1self1evident1 1 1 1 1 1 (p.136)11
Self,regulation1in1present1form1by1the1rating1agencies1themselves1has1not1worked1well1
1 1 1 1 1 1 1 1 1 1 1 1(p.143)1
1
1

TAM Media Research Page 12 of 13 July 31st, 2008

 Section1V.1Conclusion1
1
The1 government’s1 role1 of1 a1 facilitator1 in1 the1 ratings1 business1 is1 welcome.1
However,1the1role1of1overseeing/regulating1is1best1left1to1the1industry1subscribers1
which1 need1 to1 perform1 this1 function1 in1 its1 own1 interest.1 An1 industry,based1
oversight1system1will1have1an1inherent1system1of1checks1and1balances1to1ensure1
reliability.1 In1 this1 context,1 we1 would1 welcome1 active1 participation1 of1 the1 public1
broadcaster,1Prasar1Bharati,1in1the1industry1body.11
1
We1 strongly1 advocate1 full,disclosure1 of1 the1 ownership1 patterns1 of1 ratings1
agencies1so1the1industry1is1fully1aware1of1the1implications1of1buying1into1such1a1
service.1 However,1 shrinking1 the1 industry1 by1 preventing1 a1 reputed1 agency,1
especially1one1that1has1a1proven1track1record,1from1participating1in1the1research1
process1seems1unfair.11
1
Myths1and1misconceptions1about1the1ratings1system1prevail.1One1reason1for1this1
is1 that1 it1 is1 a1 highly1 specialized1 field,1 having1 its1 own1 technology,1 methodology1
etc.1 The1 task1 of1 decoding1 it1 must1 be1 left1 to1 professionals1 within1 subscriber1
companies1.11
1
We1 do1 hope1 that1 the1 Authority1 considers1 our1 arguments1 put1 forth1 in1 this1
document1 and1 review1 the1 concerned1 draft1 recommendations.1 If1 any1 further1
clarifications1are1required,1we1welcome1an1opportunity1to1discuss1this.11

TAM Media Research Page 13 of 13 July 31st, 2008