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Indian Regulator Mulls Radio Research Reform
Indian broadcasting regulator TRAI is involved in a consultation process over the creation of what it calls a 'credible' radio audience measurement framework.
The body, full title the Telecom Regulatory Authority of India, recently issued a paper - 'Issues related to Radio Audience Measurement and ratings in India' - setting out the need for a radio audience framework that is 'conducive, growth-oriented and protects the interests of the stakeholders', according to www.indiatimes.com .
At present, the country's radio ratings are provided by the National Broadcaster and premier public service broadcaster All India Radio (AIR), working with a private rating agency and operating a network of 38 Audience Research Units across the country. However, TRAI said 'some stakeholders, especially the private FM Radio operators', had raised concerns about the 'inadequate coverage and panel size' of the system, as well as the methodology used.
TRAI has put out somewhat mixed messages about the independence of audience research in the country before, but has generally spoken in support of self-regulation and now says it favours 'minimal regulatory intervention' in the radio rating process. The Authority, which is or was also involved in the mothballed High Court action against Kantar over TV ratings, says the new framework must be 'forward-looking, transparent and credible', given its role in determining advertising revenues.
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