Context :
Extract :
Ø Television Rating Points, the audience measurement system on which ₹35,000-crore worth of advertising on Indian television hinges, was in the eye of a
storm on Thursday over charges of manipulation
Ø It has also brought back into focus TRAI’s
recommendations on overhauling the operational framework of Broadcast Audience Research Council (BARC) India, the joint-industry body for TV audience
measurement.
Ø Significantly, on Wednesday, the Minister for
I&B Prakash Javadekar
also made a case for rethinking TRPs, tweeting that “ there should be a better way to monitor popularity ”.
Ø Most advertisers BusinessLine spoke with
said they had no other choice and the BARC’s system was the most definitive
Ø A top executive at a leading FMCG firm said,
“TRP is not the only metric by which we take a decision to advertise on TV
channels. As an advertiser, one also looks at the kind of content, the look and
feel and the word-of-mouth perception and kind of language used by a TV
channel.”
===================================================
Dear Shri
Prakash Javadekarji,
There is a far
BETTER way to “ monitor popularity “ of any / all TV Channels , as suggested in
my following E Mail :
The
Future of TV Viewing ? ………………………………………..[ 26 March 2019 ]
Extract
:
But imagine if each Set Top Box , were to morph into a BAR-O-Meter
By end of 2019 , number of households with TV sets , is
likely to be close to 200 million
That makes for 200 Million BAR-O-Meters - as against 40,000 today !
And to complete the TV VIEWERSHIP MEASUREMENT revolution ,
stretch your imagination as follows :
# All of this 200 Million “ Smart Set Top Boxes “ will be tiny Super-computers
with terabytes of memory
# All of these will be only “ Pre-paid “ versions enabling instant Online
Payments from TV Screen / Remote
# These Set Top Boxes will show ALL TV channels , all the time, – eliminating
need for ala-carte pre-selection
/
filling up channel selection forms of MSO ( TV Cable operators )
# A viewer would be able to view ANY channel ,
any time
# Smart Set Top Box will automatically / instantly, deduct money ( from pre-
paid account of the household ),
channel
“
Credit Balance “ will flash in screen corner , every 10
minutes
# Being a “ Super Smart Set Top Box “ , internet will be integrated and web
sites made available on TV
# Smart Set Top Box will also enable Video – Audio Streaming services like
Netflix and just
announced Apple
# Smart Set Top Box will enable job portals ( and of course, LinkedIn ) to
deliver “ Suitable / Recommended
, using remote
# Solely at his own discretion , a viewer would
,
Ø
Allow advertisers to display
“ Customized Advts
“ on his TV screen , based on his TV Channel Viewing History
Ø
Rent his “ Net Surfing History “ to Social Media Sites
for a “ Monthly Rental “ of Rs 1,000
Ø Set Top Box will be synchronized with Alexa – Google Home – Siri
– Cortana etc to accept voice commands
When 5G – Quantum Computing – DNA based Memory Storage – Li Fi –
Face Recognition – AR – VR – AI - Blockchain etc mature , what I have envisaged
above , is bound to happen
I am a great believer in :
If you can imagine something today , technology will turn it
into reality tomorrow !
Questions are :
# Will TRAI or some other regulating agency try to stop the advance of
technology ?
# Will some Start Up come forward to take up this challenge to disrupt the
Advertising Industry ?
# I am sure , Shri RaviShankar Prasadji would appreciate how this innovation
could turn every Indian home
Back Factory of the World........09 Sept 2015
=================================================
Here is what I missed out in above 18 month old E Mail :
Ø
Every 10 minutes , those 200
million “ Super Smart
Set-top Boxes “ , will automatically upload, the “ Channel
wise , Hours Viewed “ data onto a CENTRAL SERVER of BARC ( Server will
aggregate data ) .
In this age of IoT { Internet of Things } , where millions of EV
cars have become “Computers on Wheels “ and where TV Channels display WEATHER
MAPS of 10,000 Cities ( with their latest temperature / humidity ), what I am suggesting is something that
TCS-WIPRO – INFOSYS – L&T INFOTECH, can implement within 6 months !
Ø Software
on BARC server will dynamically
compute TRP ( for each TV channel ), and
display graphically on the “ Home Page “ of BARC website ( a Bar Chart in descending order , with a “
time stamp “ ) . Everything automatic ( without human intervention ) / up-to-date
/ transparent / cannot be manipulated by anyone ! Remember , it might be
possible to bribe 2000 households in Mumbai, to leave their TV Sets ON ( 24x7 )
, but there is no way anyone can bribe 200 MILLION households,
spread all over India
Ø Clicking
on the BAR for any TV Channel , will display its TRP Graph , of last 1 day / 1
week / 1 month etc
Dear Shri
Javadekarji,
You are in the position to start this REFORM of “ Social
Benefit Consequences “ ( “ Employment “ – by way of just one example ) , which
goes far beyond a matter of concern to Companies wanting to advertise on TV
channels
With regards,
Hemen Parekh / hcp@RecruitGuru.com / 09
Oct 2020
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