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By BestMediaInfo Bureau
On the need for multiple ratings agencies proposed in the consultation paper for the National Broadcast Policy by the Telecom Regulatory Authority of India (TRAI), the two industry bodies - News Broadcasters and Digital Association (NBDA) and Indian Broadcasting and Digital Foundation (IBDF) - have contradicted each other.
While IBDF is of the view that the existing mechanism under BARC India has been reviewed and works well, and there is no need for any policy or regulatory changes, NBDA said that it is time to establish a new, reliable standard for media ratings to bridge the gaps created by relying solely on the existing system.
The News Broadcasters Federation (NBF) led by Arnab Goswami refrained from commenting on the consultation paper.
"The need for multiple rating agencies is justified to foster competition and innovation. It is widely recognised that relying on a single system can lead to stagnation, and BARC's current methodologies-like the use of installed meters are not fully utilised. Additionally, global precedents from countries like the United States, the United Kingdom, Malaysia, Australia, and the Philippines demonstrate the benefits of having at least two concurrent rating systems," NBDA said in its reply.
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