Total Audience Measurement will become the norm: Sudhanshu Vats

In a bid to stem the use of multiple frequency feeds by channels, the Telecom Regulatory Authority of India (TRAI) has directed Multi System Operators (MSOs) not to place channels at more than one Logical Channel Number (LCN) under multiple genres simultaneously. Non-compliance will result in legal action against erring MSOs under the provisions of the TRAI Act, 1997. 

Calling this move of TRAI a welcome step in the right direction, Sudhanshu Vats, Chairman – BARC, Vice President - IBF & Group CEO - Viacom18, remarked that it provides all market players with much-needed clarity and clearly spells out the regulator’s view on the issue. “Once again TRAI has taken the ‘consumer lens’ and ensured that she remains at the center of the discourse,” he added. 

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According to him, three key truths have been proven. “The first pertains to BARC and its methods to measure what India watches. In that context, it is safe to say that watermarking is a modern, robust technology that has held the industry in good stead. In record time, BARC has earned a fair share of its currency of trust and all its stakeholders are committed to its mission, including the IBF which backs it in entirety. To be frank, it was wrong to drag BARC into the issue in the first place. The second truth requires us to introspect as an industry. It is unfortunate that some members have taken issue with the use of multiple LCNs when many have themselves set the precedent for it – either as a promotional or as a defensive tactic. While this should now abate given the recent direction from TRAI, moving forward, all market players must create consensus internally rather than squander away the valuable time of the courts. Our ‘shared credibility’ as an industry should never be dented – especially not by our own actions,” Vats affirmed. 

He further said, “As we look towards a ‘multi-screen future’, ‘Total Audience Measurement’ (that is, measurement of content consumption across devices including handheld, desktop, TV, etc.) will become the norm. In such an environment, all content players will look at innovative ways to increase their reach and sampling while focusing on delivering winning content. This is the new normal that we all need to prepare for. 

“I’ve always thought of our industry as a large family with members who often quarrel but eventually come together. This time will be no different,” Vats said.