NEW DELHI: Raising concerns over alleged monopolistic practices and the credibility of data published by Television Audience Measurement (TAM) in measuring TV viewership, the I&B ministry has asked TRAI to recommend an accreditation mechanism for viewership rating agencies. It has also sought response from TAM-Nielsen on increasing the sample size, coverage and conducting a third party audit.

Reacting sharply to reports about the presence of cross-holding in TAM media Research (India), the ministry has raised doubts on the credibility of the TAM data. TAM-Nielsen have been given a fortnight to respond on what action has been taken by them to increase the sample size, and set up of an independent audit and complaint redressal system.

The flurry of communique comes at a time when broadcaster NDTV has filed a lawsuit worth billions against TAM-Nielsen charging it with publishing corrupt and tainted data favouring rivals in return for bribes. TAM is a 50:50 joint venture between Kantar Media and Nielsen.

I&B minister Ambika Soni had earlier expressed concern over reports of deficiencies in viewership data. Sources said that the ministry was extremely disappointed by the lack of progress made by the Broadcast Audience Research Council (BARC) to set up a transparent TRP measuring mechanism.

In separate letters to TAM CEO L V Krishnan and Nielsen CEO David Calhoun, the ministry has sought a slew of information. In a letter dated August 28, the ministry has asked TAM to submit within 10 days what action has been taken to increase the sample size of people meter homes in India from the existing 8,000 within a stipulated time frame. It has also asked whether TAM had started generating viewership data from towns with population of less than a lakh, whether TAM data covered J&K and north-east.

The ministry has asked Calhoun to respond within two weeks to an investigation into the functioning of Nielsen and Kantar's India operations. The ministry sought clarifications on "reports of use of monopolistic practices and entry barriers by TAM Media Research in India which is believed to have prevented other rating agencies to operate in India."

The ministry has asked TRAI to provide guidelines for a comprehensive accreditation system that will ensure well-represented and statistically valid sample size with adequate

representation to both urban and rural areas, coverage of all states in the country, transparency in selection of people meter homes, secrecy of the people meter homes on the panel and a public grievance redressal system.

TRAI has also been asked to frame specific guidelines to regulate cross holdings in companies involved in the generation of TV ratings.

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