Anurag Batra is the Chairman & Editor-in-Chief of the BW Businessworld Group and the Founder & Editor-in-Chief of the exchange4media Group. Dr Anurag Batra has been writing on media for two-plus decades and is the Founder of exchange4media and the Editor-in-Chief of BW Businessworld. Dr. Anurag Batra, in his latest article discusses about the TV rating mechanisms that are prevalent in the industry in the present era and how that had changed from the mechanism in the earlier days.
The ratings mechanism in the past has seen manipulation of data manually and there is a worry that this time too there is a similar chance. We need to ensure that the data is not tampered again. The worrying questions need to be answered honestly and in a granular way. “The advertisers and marketers and media planners and media buyers in my view should take the new ratings with a pinch rather than a fistful of salt and also ask more questions of the ratings mechanism’s board”, Dr. Anurag Batra says.
In his opinion, “The new Chairman of the ratings body is a man who is the most seasoned and very respected and someone who can reach out to all stakeholders. He has an envious job, and I am sure he will do the right thing as his intent is right. In the past, the CEOs of this ratings mechanism have been either clueless or in one particular case have been accused of actually manipulating. Walking out of ratings en masse by news channels is an option. However, that may not be an answer to this ratings maze”.
Dr. Anurag Batra analyses that the current mechanism of ratings is muddying the waters and bringing disrepute to itself and all the stakeholders must get together to get meritocracy. “The right practices should be resumed rather than continuing the current way of doing ratings. Someone needs to ask the right questions after all coincidences are not so co-incidental. The divine hand in ratings is leading to ratings losing its sheen. It’s time to bring the credibility and sheen back”, Anurag Batra concluded.
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