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Indian Regulators Turn On Radio
The Telecom Regulatory Authority of India (TRAI) has sent the government its proposal for a regulatory framework for radio audience measurement, not dissimilar to that recently set up for television metrics.
The move follows a period of consultation with the radio industry, and TRAI says its aim is 'to ensure a transparent, credible and representative radio ratings system in India'. The framework's coverage has a familiar ring to it, including restrictions on cross-holdings: 'No single company/legal entity, either directly or through its associates or inter-connected undertakings, shall have substantial equity holding [defined as 10 percent or more] both in rating agencies and broadcasters/advertisers/ advertising agencies', according to the recommendations.
Nielsen / Kantar joint venture TAM Media Research - the main party concerned by the regulation over TV ratings - is also the incumbent for radio audience measurement, which is carried out by its RAM or Radio Audio Measurement subsidiary.
TRAI, reported on www.livemint.com , says the current system is 'unregulated and inefficient', appearing to have 'certain deficiencies that have been highlighted by stakeholders at various forums'. In part, this relates to RAM's restricting its coverage to FM radio channels only in the top four city markets - Delhi, Mumbai, Bengaluru and Kolkata.
The country's information and broadcasting ministry (I&B) will now consider the proposals and decide on the final format of the legislation, if any. Radio station owners have expressed mixed feelings about the move.
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