TRP Scam: I’ve been witness to this malaise for over 20 years now: Dr Sandeep Goyal

The latest instance of TRP manipulation has opened up a can of worms again. Top executives of Republic TV, including CEO Vikas Khanchandani, were questioned by the Mumbai Crime Branch. Arrests have been made in this case well.

Speaking to Adgully on the latest instance of TRP tampering, Dr Sandeep Goyal, Chairman, Mogaé Media, said, “I have been witness to this malaise for more than 20 years now. I was Group CEO of Zee, when the first expose happened in 2002. All hell broke loose. But nothing really happened thereafter. These measurement systems are manipulatable and those who wish to play foul have ample opportunity.”

Adding further Goyal said, “Having said that, digital today can be easily manipulated too. The police recently hauled in many selling fake followers and fake likes. Music viewership can be faked – the Badshah episode shows how views and likes can be bought. So, television has the same problems.”

He felt that there will be some sabre-rattling, but then the status quo ante will be restored. “There is indignation. There is shock. But industry folk have known these malpractices all along,” he added.

When asked what could be the implications for advertisers, Goyal replied there would be no ratings for a few weeks. Then some ‘better’ system will be put in, with better security. “In reality, nothing will change. Clients need to get more ‘qualitative’,” he said.

To the question on what other media metrics advertisers referred to, apart from the BARC ratings, while drawing up a wholesome media plan, Goyal responded by saying, “Rarely any others. Some have customer panels, but those are exceptions, not the rule.”