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LATEST NEWS UPDATES | How TV ratings are 'fixed' -Cherry Agarwal

How TV ratings are 'fixed' -Cherry Agarwal

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published Published on Apr 29, 2018   modified Modified on Apr 29, 2018
-Newslaundry.com

Small sample size, ‘panel tampering’ and conflicting interests are just some of the problems that plague TV viewership measurement in India.

Hansa Research Private Limited, a Mumbai-based global market research company, on April 8 registered a complaint at Gwalior's Madhav Ganj police station following a leak of Broadcast Audience Research Council-related information by one of Hansa Research’s employees.

The accused were booked under Sections 420 (cheating), 406 (criminal breach of trust) and 120B (criminal conspiracy) of the Indian Penal Code. BARC, the industry body responsible for television-audience measurement in India, had contracted Hansa Research to survey households on its behalf.

BARC, ratings and its measurement

BARC India is a joint initiative of broadcasters, advertising agencies and advertisers. It came to be India’s official rating agency after NDTV challenged the authenticity of the earlier rating agency, TAM Media Research, in a New York court for “manipulating television viewership data in favour of channels that were willing to offer bribes to its officials”.

Ratings, essentially, are a teller of a channel’s popularity. They, thus, play an important role in advertising-related decision-making. The Indian TV ad industry will be worth $5 bn in 2018, according to a PricewaterhouseCoopers report. It means decisions involving big-money investment depend on such data, in turn making access to information that would boost ratings tempting.

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Newslaundry.com, 25 April, 2018, https://www.newslaundry.com/2018/04/25/tv-viewership-ratings-fixed-panel-tampering-barc-hansa-research
 

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