Originally posted by: Salutethearmy
BARC INDIA itself is owned by industry associations, primarily , advertising agencies which connect with all the mncs or companies that book or place their ads on spot basis have created a monopoly in the TV space.
Unfortunately IB ministry or TRAI irrespective of governments that have come and gone are still unable to get through or infuse rules and regulations in a sector whose decisions are in the hands of private agencies.
In that aspect everything is skewed as data can be changed even by the operator who works on compiling data sheets. At each and every level anyone can be corrupt. We are free to conclude anything.
So all advertisers who pay through their noses to GECs are very much dependant on ratings which go to them daily. Prime time is 8 to 10 pm and then there are non prime time hours.
A fall of 0.1 to 0.8 or 0.9 effect revenue and advertisers can bargain which reduces feasibility. It also depends on how rich the PH is or budget per episode is variable or reasonable. If actors charge on a pro rata basis. For a GEC like Sony who do not have those kind of ratings for all their shows ,consider online revenue too. That is why YUDKBH is their flagship. For the rest of them what comes every Thursday is full and final.
Barc and Trai have requested GECs to go slow on their shows till the new rules set in and the entire process is completed. Unfortunately advertisers dont care about occupational hazards or bottle necks and have upper hand in their deals. online views, are making a dent, however, there are no authorised agencies to assimilate and publish a foolproof data list week after week.
TRPs which are released by BARC matter the most to SP, Colors and Zee. Then it depends on the relationship maintained by Phs with their respective channels.
You have to give the benefit of doubt to BARC. If there were serious malpractices, BARC would’ve been thrown out!