Author
Chintamani Rao is one of the few people who have seen TV audience measurement in India in all its aspects. He has been a subscriber on both the broadcasting side of the business and on the media agency side, and has served on the industry bodies of both; was one of the founders of BARC (Broadcast Audience Research Council) and Chairman in its early days, and represented BARC to the government and TRAI; and served on the TAM Transparency Panel, an international group of independent experts to advise TAM on subscribers’ issues. This is his perspective on TRAI’s latest recommendations, made in its April 2020 “Review of Television Audience Measurement and Rating System in India”.
As Piyush Pandey hands over the baton of Executive Chairman at Ogilvy, Chintamani Rao, Strategic Marketing and Media Consultant recounts the story of an account supervisor who rose to creative superstardom
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TRAI specifically says that DPOs – cable and DTH operators – should be allowed to negotiate the terms on which they will share the data with the rating agency!
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