MIB accepts TRAI's recommendation on TV rating agencies!

The Ministry of Information & Broadcasting has accepted the recommendations on guidelines for accreditation of television rating agencies which were put forth by the broadcast sector regulator – TRAI. 

The ministry had earlier asked the regulator to provide its guidelines on the issue related to guidelines/accreditation mechanism for accreditation of TRP rating agencies in India, under Section 11(1) (a) of TRAI Act, 1997; after which TRAI had in September released its recommendations including a condition that they be notified within two months. It was further stated that in case the accreditation mechanism fails to address the maladies of the current system then there would be a need for entrusting the accreditation mechanism to TRAI under section 11(1) (d).

“The I&B Ministry has accepted TRAI's recommendations on guidelines for accreditation of TV rating agencies and will soon approach the union cabinet for its nod, Union Minister Manish Tewari said.

"We have accepted the recommendations of TRAI. We have circulated a cabinet note already”, Tiwari stated. He also said that most recommendations had been more or less accepted. Adding further he said, "Once we have the cabinet approval, we will notify the guidelines”.

The TV audience measurement mechanism has been a subject of controversy in the past with many channels expressing dissatisfaction with TAM ratings and that the data provided by TAM did not reflect the growth in cable and satellite homes in India. Also, uncertainty about TAM’s credibility was observed by broadcasters when news broadcaster NDTV revealed that TAM officials accepted bribes to install people meters in select homes. 

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