- The Information and Broadcasting (I&B) Ministry has proposed the installation of a chip in new television set-top boxes to collect data on channels watched, with duration.
- The proposal was part of the Ministry’s response to a number of recommendations made by the TRAI on issues related to new direct-to-home licenses.
- This move is aimed to get “more authentic” viewership figures for every channel.
- Further, this would help advertisers and the DAVP to spend their advertising expenditure wisely. Only those channels which are widely watched will get promoted.
- The move is seen to end the monopoly of the Broadcast Audience Research Council India (BARC), which measures the television audience preferences in the country as they do not reveal how they arrive at the viewership figures, methodology they apply and the area of survey.
About DAVP :-
- The Directorate of Advertising and Visual Publicity (DAVP) is the nodal agency of the government for advertising by various Ministries and its organisations.
TRAI Response :-
- If the MIB [Ministry of Information and Broadcasting] desires TRAI’s recommendation on this issue, it may send a separate reference to TRAI as per the provisions of the TRAI Act, 1997.
About TRAI :-
- The Telecom Regulatory Authority of India (TRAI) is a statutory body set up by the Government of India under section 3 of the Telecom Regulatory Authority of India Act, 1997.
- It is the regulator of the telecommunications sector in India.
- It consists of a Chairperson and not more than two full-time members and not more than two part-time members.
About BARC :-
- Broadcast Audience Research Council (BARC) India is a joint-industry not-for-profit body that publishes weekly TV viewership data for India.
- It is mandated to design, commission, supervise, and own a television audience measurement system for India, and provides Indian broadcast sector with a real-time television rating points (TRP) measurement system.
- BARC India was set up by the three key stakeholder bodies in Indian broadcast sector – India Broadcast Foundation (IBF), Advertising Agencies Association of India (AAAI) & Indian Society of Advertisers (ISA).
- It uses Audio Watermarking technology to measure viewership of TV channels, and the system also allows measurement of time-shifted viewing and simulcasts.