Advertisers and agencies require radio audience measurement (RAM) which indicates the popularity of a channel or a programme
BestMediaInfo Bureau | Mumbai | September 16, 2016
RAM, which measures listenership of radio stations, has been essential since advertising is the sole source of revenue for FM radio operators and the advertisement revenue of the radio broadcasting sector is directly linked to listenership of radio channels. Therefore, advertisers and agencies require RAM, which indicates the popularity of a channel or a programme and assists them in selecting the right channel or programme at the right time to reach the target audience.
After the completion of phase-III, the listenership is expected to grow further and as a result, the advertisements on radio are likely to increase.
The present system of radio ratings in India appears to have certain deficiencies that have been highlighted by stakeholders at various forums. Continuance with an inadequate radio rating is likely to hamper the growth of the radio industry as financial decisions are largely influenced by radio ratings.
In order to address the concerns of stakeholders, the TRAI has suo motu issued a consultation paper on ‘issues related to radio audience measurement and ratings in India’ on March 15, 2016. The paper invited written comments and counter comments by April 11, 2016 and April 25, 2016. The authority held an open house discussion on May 18 and has arrived at its recommendations after examining various issues.
The authority adopted a light touch approach and recommended a regulatory framework for radio rating system in India that is conducive to growth, forward looking, and addresses the concerns of the stakeholders while protecting the interests of the consumer.
The salient features of the recommendations are:
The full text of the recommendations is available on TRAI’s website www.trai.gov.in.