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TV rating norms get Cabinet approval

Panel homes for audience measurement shall be drawn from the pool of households selected through an establishment survey.

New Delhi | Published: January 10, 2014 4:19:25 am

The Cabinet on Thursday approved guidelines for television rating agencies, laying down eligibility norms, conditions for registration methodology for audience measurement etc. The proposal is based on recommendations made by the Telecom Regulatory Authority of India (Trai) on ‘Guidelines for Television Rating Agencies’ in September last year.
Several television channels as well as Prasar Bharati have, at different times, expressed their dissatisfaction with the existing system of television ratings and also questioned the veracity and honesty of the data.
As per the new guidelines, all rating agencies have to register themselves with the Ministry of Information and Broadcasting and get periodic audits done. Non-compliance of guidelines would lead to forfeiture of two bank guarantees worth Rs 1 crore. Repeat offenders would risk cancellation of registration. For violation of other provisions of the guidelines, there will be forfeiture of bank guarantee of Rs 25 lakh for first time offenders, Rs 75 lakh the second time and cancellation of registration for third time offenders.
The Cabinet also decided that TV rating agencies should enlist at least 50,000 households for the surveys, up from a sample size of around 10,000 currently used.
Panel homes for audience measurement shall be drawn from the pool of households selected through an establishment survey.

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