Originally posted by: Fimiramak
I found this Forum a short while ago and I have been so called "silent reader".
I live in a Scandianavia (other side of the world). I dont know much about anything your culture and the way tv -channels do their business but I have been following your discussions about whether the show is going to continue or go off the air in Septempber.
I have become a huge fan of the show, but I have no changce to impact the TRP-ratings since I can watch the show only via internet.
I am working with marketing and finance issues every day all over the Europe.
I have to ask your opinion about something which disturbs me a lot:
Why everything is measured by ratings? We live in a world where sosial media effects more than ever on puplic opinion. If the puplic opinion goes against the tv channel (if they cancell the show),
why does it take a risk of having a bad puplicity?
Colors is having stars like Irani and Sharma. People seem to love them (and I can understand why). Why do they not promoting them everywhere and all the time and take a full benefit of havig them in their channel? As per long time it would bring huge popularity to the channel itself.
With this kind of a popularity that Rangrasiya has, it would be impossible even discuss cancelling the show here where I live. On the contrary, tv channels would fight against each other who would have this show and these stars.
So, what do I do not understand about this picture?
(I am sorry if this is a stupid question but I just dont get it. If I would be in charge of marketing and suggest something like that here, I would be kick off from my position right away).
Dear Fimiramak,
Welcome to the forum. Its wonderful for us to know that RR has fans from your part of the world!
The TRP system was set up in India a very long time ago, to emulate the Neilsen rating system. A few households were chosen, based on initial demographic segmentation, and these households were monitored to see what programs were successful and what was not working. As the TV audience grew and the internet using population grew, these ratings became rapidly outdated. However, there was a segment that benefited from these ratings... Companies who wanted to advertise on the channels.They chose shows which had high TRP ratings, and paid a fixed price for the slots, their advantage being that the price could not vary even if the audience actual size increased. Since the channels depend on advertising revenue, they were forced to toe the line, even though they knew that the TRP system was rapidly getting out of date.
Today, our Information and Broadcasting industry is revamping the rating system. The agency that used to collect TRP data has changed to use a slightly different metric until such time as tv set top boxes and digital satellite boxes can transmit viewing information back for accurate calibration. We live at present in a shocking state where 10000 of these meters ( TRP meters ) are in use and their numbers are projected for 160 million households!
However, as much as the channels want the change, the advertising agencies are opposed to it, because as I mentioned above, the deal works in their favour.
Online channels for shows are also showing ads, and revenue is going to the TV channel, but it is not enough.
India is in dire need of disruptive technology that will give an accurate picture of what is popular and what is not. Channels do collect statistics from social media, but they seem to be having a hard time persuading revenue providers to pay for the ad slots!
You may search for indian television rating points on google.
Hope this clarifies!
Cheers.
Anupamaa
