The Ministry of Information and Broadcasting has written to viewership rating agency TAM, enquiring about the measures that it plans to take to address the growing concerns about its methodology to measure ratings of television channels, according to sources.

This move comes after NDTV filed a lawsuit against TAM and its parent companies Nielsen and Kantar Media for manipulation of viewership data. Several industry players, including public broadcaster Prasar Bharati, have also criticised TAM on its methodology as well as small sample size.

Response soon

Sources said TAM has been asked to send its reply to the Ministry within ten days. In its letter, the Ministry officials have asked TAM whether it plans to increase the number of people meters that are used in collecting data on viewership trends from homes with televisions.

The letter has also enquired from the rating agency on steps being taken to expand their sample size to regions like Jammu and Kashmir and the North East as well as regions which have populations of less than a lakh.

The Ministry has also asked TAM to reply on steps they will take to make the methodology more transparent in the light of the growing concerns and allegations by industry players.

In a separate letter written to TAM’s parent companies Nielsen and Kantar Media, the Ministry has asked them to respond within fifteen days on allegations of viewership manipulation as well as use of monopolistic practices.

In August, TAM had informed the Advertising Agencies Association of India (AAAI) and Indian Society of Advertisers (ISA), that it will expand its sample size, appoint security officers and security agencies as well as set up an internal audit team besides other measures as part of its action plan to improve the viewership measurement system.

> meenakshi.v@thehindu.co.in

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