Media Monday: Can Govt break the TRP monopoly?
It’s finally happening, after looking into the concerns of Advertisers and Broadcasters, the IBF (Indian Broadcasting Foundation) is finally on its way to establish BARC (Broadcast Audience Research Council) in an effort to break the monopoly enjoyed by TAM and aMap.
Since long it has become a matter of concern for various Advertisers and Broadcasters the way TRPs rule this hot industry. The main concern is the authenticity of the data which comes from merely 10,000 odd urban homes where TAM/aMAP meters are installed. Which is miniscule number when compared to the 110 Million TV homes in India. Moreover these meters don’t cover the 40 Million odd village homes.
But this effort from Govt is taking too long to come into effect. It was way back in 2007 when Govt announced the formation of BARC, but nothing significant happened since then. Even now the formation of BARC is facing some serious troubles. In a very recent news it has been learnt that Prasar Bharati is threatening to withdraw from the IBF. Their concern is- being the only public broadcaster, they should have a permanent member on the BARC board.
It looks like some serious politics is behind this so called neutral platform formation. Even in 3 years Govt is yet to decide who to put on board? Sounds very surprising, and with the weights behind those powerful TRP aggregators, it becomes truly suspicious.
What do you think? Are there any other solutions to break this monopoly?