LAYS down conditions of registration, cross-holdings, methodology for audience measurement

Kolkata : Seeking to address ‘aberrations’ in the way TV channels are rated in the country, the government on Thursday unveiled a set of guidelines for a much-awaited regulatory framework to making the rating system transparent, credible and accountable.

The Union Cabinet gave its nod for bringing out a comprehensive regulatory framework with guidelines which will cover detailed procedures for registration of rating agencies, eligibility norms, terms and conditions of registration, cross-holdings, methodology for audience measurement, a complaint redressal mechanism, sale and use of ratings, audit, disclosure, reporting requirements and action on non-compliance of guidelines.
As per the guidelines, the TRAI and I and B can conduct inspections of the rating company with a “reasonable notice”. The proposal is based on recommendations made by the Telecom Regulatory Authority of India (TRAI) and is aimed at streamlining the process of rating viewership of TV channels.
Briefing mediapersons on the decision, Information and Broadcasting Minister Manish Tewari said there has been a “need” for such a framework to bring about transparency in the system. He said the decision has been taken after detailed consultations and assessment by an inter-ministerial group.
“The guidelines for TV rating agencies are designed to address aberrations in the existing television rating system. These guidelines are aimed at making television ratings transparent, credible and accountable,” Tewari said.

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