Methodology for audience rating in Television Rohitha Sankar BA Journalism
Introduction Doodarshan, the government-owned channel was the only medium if entertainment This monopoly of Doordarshan was broken in 1992 Private channels - CNN, Star Plus and Zee TV Private channels offered only entertainment programmes - family drama, comedy serials, children programmes, musical concerts, non-fiction programmes etc Television has significantly altered our lifestyle in several ways in the span of few decades
Current Scenario Television in India has been in existence since last four decades 17 years – it was transmitted through black and white The Indian television industry is now bubbling - a huge industry by itself Indian television Industry has grown – 17.4% (2004-08) Stands at Rs.245 billion as on 2008 having grown from Rs. 224 billion in 2007 The growth in the distribution industry over the period 2004-08 has contributed by a 12.4% increase in the subscription (pay) TV homes in the last 4 years.
Ratings in Electronic Media Rating system in electronic media are audience measurement systems Various methodologies - people meters, diaries, set meters etc to find out the popularity of a program or channel Old methods – telephone survey
Rating system evolve?1. Crossley Ratings: Developed by Archibald Crossley in 1930. Audience measurement system created to determine the size of radio broadcasts between 1930 and 19352. Hooper Ratings: C.E. Hooper Company was an American company that was founded in 1935. It measured the radio ratings during the Golden Age of radio. They provided information on the most popular radio shows of the era. Starting in 1948, he began venturing into television. In February 1950, though competitor A.C.Nielson bought the company3. Nielsen Ratings: Founded by Arthur Nielsen, who was a market analyst. It culminated in Nielsen ratings of radio programming, which was meant to provide statistics as to the market of radio shows. An effort to determine the audience size and composition of television programming in the US Contd
Nielsen moved to television, developing rating system using the methods he and his company had developed for radio. He gathered ratings in the following ways:1. Viewers Diaries2. Set Meters3. People Meters4. Passive People Meter
Rating System in TelevisionTelevision Rating Points: It indicates the popularity of a program or a television channel. Television ratings provide information about the viewers TV watching habits and the socio-economic background of the audience Helps advertisers and corporate media planners in selecting the right media at the right time TRP is determined with the help of a device which is installed in the houses The device records which serial is being watched at what time and passes on the information to the concerned department and then by observing the maximum watched show or the minimum watched show, the TRP is calculated Calculation is done with a device called as ‘People’s meter that is attached to the TV set in a few thousand houses for judging purpose. It records the time and the programme that a viewer watches on a particular day, after which the average is taken for a 30 day period and the viewership of that particular channel, is determined.
TAM Media Research & INTAMTAM A joint venture company between AC Nielsen & Kantar Media Research TAM Media Research is the TV Viewership analysis firm of India Measuring TV Viewership, TAM also monitors Advertising Expenditure through its division AdEx IndiaINTAM Indian Television Audience Measurement is the only electronic rating agency functioning in India It follows two methodologies - First is frequency monitoring, in which people meters are installed in sample homes and these electronic gadgets continuously record data about the channel watched by the family members. Second technique is picture matching technique people meter continuously records a small portion of the picture that is being watched on that particular television set
People meter & aMapPeople meter People Meter is a box, about the size of a paperback book Box is hooked up to each television set and is accompanied by a remote control unit A personal viewing button‘ If the TV is turned on and the viewer doesnt identify themselves, the meter flashes to remind them Today new systems such as the portable people meter and Picture Matching that measures the viewing habits of TV audiencesaMap Audience Measurement & Analytics Limited The only overnight TV Audience Measurement System that provides data on Television in India on multiple dimensions like demographics, ownership, viewership etc aMap collects viewership data using Telecontrol VIII data collection units sourced from Telecontrol AG, and wireless connections using GSM modems Contd
The measurement system of aMap is rigorous and comprehensive enough to handle a complex multi-layered Indian audience aMap today, in India, has established itself as Asia’s largest and only overnight television audience measurement system with latest technology aMap delivers data overnight so that yesterday’s data can be accessed today by the subscribers.
Conclusion Given that TRPs influence the quality of TV programmes The government is considering forming policy guidelines for rating agencies TRPs have a direct impact on the scope and schedules of the content of channels, therefore, the perspective of public interest cannot be ignored