The Ministry of Information and Broadcast has come up with a new alternative way to measure television viewership in India.
Although, nothing is confirmed as of now but as per reports, talks and thoughts are on about the same.
As per the current scenario, in India, it’s only the Broadcast Audience Research Council (BARC) that provides data about what people watch majorly on television.
With only 30,000 people meters joined with the mother boards of television sets, BARC provides data based on whatever those voluntary homes with people meters are watching.
The I & B Ministry is skeptical about the same and wants to evolve the process by proposing to install chips on the new set top boxes that can measure or track viewership.
“The I&B ministry feels that viewership figures for every channel will be more authentic through this method [tracking viewership through a chip]. This will help advertisers as well as Directorate of Advertising and Visual Publicity (DAVP) to spend their advertising expenditure wisely and only those channels which are widely watched will get promoted”, as an official was quoted by Hindusthan Times.
The proposal is already sent to the Telecom Regulatory Authority of India (TRAI) and also through this system, the ministry is expecting a boost in the viewership of Doordarshan too!
As of now, we need to wait for TRAI’s comments on the same proposal by the ministry.
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