Telecoms regulator suggests self-regulation for TV ratings

MUMBAI (Reuters) - Telecom Regulatory Authority of India (TRAI) has said industry body Broadcast Audience Research Council (BARC) should function as a self-regulatory organisation for television audience measurement and ratings for broadcasters.

In its recommendations on television ratings released on Tuesday, the telecommunication regulator said BARC can have two nominees from the Ministry of Information and Broadcasting on its board, and be responsible for audience measurement rating of television programmes.

But BARC should not do it directly and should resort to an open transparent bidding process for the various stages involved in the rating process, TRAI has said.

The ministry could provide the key eligibility norms for selecting rating agencies and their performance obligation norms, TRAI said in a statement.

Television ratings, which are now carried out by two private rating agencies, are primarily meant to guide the broadcasters, media agencies and advertisers to determine their programming schedule, advertisment spend and placements.

BARC, whose organisational structure and functions are yet to be defined, could work in close co-ordination with the ministry of information and broadcasting.

TRAI has also recommended that the sample size for undertaking television ratings should cover a larger area than now and a comprehensive mandatory audit of the rating system should be conducted at least once in three years.