TRAI eyes revamped TV ratings system for fairer content monetization

TRAI is proposing a revamp of the television audience measurement system to benefit both broadcasters and advertisers. The current system, according to TRAI chairman Anil Kumar Lahoti, relies on a limited sample size and needs an update to reflect technological advancements.

Lahoti emphasizes the need for more scientific data to ensure fairer content monetization. This improved data would benefit both:
Broadcasters: They could attract advertisers with a clearer understanding of their audience reach.
Advertisers: They could target their spending more effectively based on accurate audience insights.

TRAI will soon release a consultation paper outlining the proposed changes and inviting industry feedback. Following public discussion and stakeholder input, Trai will finalize the new system.
The existing system, managed by the Broadcast Audience Research Council (BARC) India, relies on 50,000 sample households to measure viewership for over 210 million households nationwide. Trai believes this limited sample size hinders accurate data collection.