Even if there are alternatives to measuring television viewership, the industry is unprepared to accept, because this is the easiest way to manipulate at the cost of enumerable ambiguities. Still, astonishingly, TRP continues to be a big determiner of a broadcaster's survival and prospects, writes Dr Sumesh Ramankutty, a well-known media analyst. January this year there were reports of a massive scandal in the television industry. The Chief Executive Officer of BARC, one of the celebrated positions in the industry, was accused of manipulating the ratings. Yes, we heard it right! Partho Das Gupta was the first CEO who was onboard to ensure a fair and transparency in television audience measurement. He was appointed to that position when there were many deserving candidates, who had ...
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