Kyunki Saas Bhi Kabhi Bahu Thi: EDT #14- Page 61

Originally posted by: EkPaheli

Since the new policy has been implemented less than a week ago and the agencies responsible for monitoring TRPs will need to register themselves again by following the rules and regulations per the changes that came into affect last week. They have been given a month’s time aka until 26 April to submit their applications and pay whatever fees are required for registration along with the submission of whatever other documents that the government feels are required.

So for the next month they simply won’t have the right to release data even if they are collecting it as it could lead to fines and maybe even dismissal of their licenses entirely without any notice and ban in future for failing to comply with government norms. In fact this could be the case till September. We may have no data until October.

Government wants these agencies to increase their sample size to at least 80K homes per agency. So the current data is released from a much smaller sample size and thus maybe highly inaccurate. The way that the data is being collected hasn’t been revised since 12 years. We know that OTT platforms have basically taken over in this very period and currently we have no way to know what the data of these OTT shows/movies is regardless of the app, whether it’s for reruns or new content.

The new policy aims to include this for better transparency, since many people don’t pay OTT channels extra fees to avoid ads. The app charges the advertisers per their whims. This will bring clarity and transparency in the same thus allowing advertisers to know who they want to pay and how much they should.

So currently say Kyunki gets a TRP of 2.2 but this is only true for those watching the show with traditional cable networks, but it doesn’t include the data from the likes of me who have entirely switched on to Hotstar to watch shows/movies Kyunki be it via a bundled subscription included with my monthly data plan or individual subscription to streaming services not included in the bundle. This actually means that a large chunk of data is not being collected and included in the TRPs we see.

In India most people are today consuming data online, people watch shows/movies on their phones while travelling on public transport or even in private vehicles if they can. It’s why this overhaul was needed.

The OTT platforms will need to submit their data too to ensure that their content is included in the ratings since they rely on ads too. If they don’t register they will simply not get ads from the relevant companies.

This is the first step towards monitoring online content as well and thereafter censor it if necessary to protect children from being influenced by vulgar or inappropriate content that they shouldn’t be allowed to consume.

The six months period is required to integrate all these changes. The BARC license had expired last year itself in June/July but since the new policy was still being drafted the status quo was maintained without allowing a renewal of licenses by the government. Now that the policy itself has been implemented the agencies will need to scale up the sample size among other factors. OTT platforms will need to register for the first time and obtain their own licenses.

Currently the government had no way to earn revenue from the ads that we as an audience are forced to watch that pay these services extra money to interrupt our viewing experience. Now with this data, the government will have exact records of the amount that these services charge to air ads, their internal revenue model for charging the advertisers and by extension the amount they make, for which they avoided paying taxes so far to the government in the past couple of years.

https://x.com/themihirvirani/status/2039412170048548898

https://x.com/_solulu_belle/status/2039402491864072453

Originally posted by: The_Best

I am glad they didn’t go with Noina’s fake achai drama to whitewash her. Tired of her whitewashing and glorification. I would rather have her continue plotting like she’s doing currently than her suddenly becoming a fake good person

Is show again in jet speed? Noyna sympathy drama and marriage track with mihir could have easily run for atleast one month given that kyonki is already number one and it doesn't have any pressure of giving big twists to attract audience. But again her exposure may be done by max to max next week.

After that what are makers planning to do? Mihir Tulsi remarriage track or Ansh Gujral son drama with Karan Nandini?

Originally posted by: Zoya56

Is show again in jet speed? Noyna sympathy drama and marriage track with mihir could have easily run for atleast one month given that kyonki is already number one and it doesn't have any pressure of giving big twists to attract audience. But again her exposure may be done by max to max next week.

After that what are makers planning to do? Mihir Tulsi remarriage track or Ansh Gujral son drama with Karan Nandini?

So how Will channels decide which show to off air or which to give warning to improve their storyline if trp is unavailable for next six months 🤔. Unworthy shows like yeh rishta might have gotten another lease of life. How will advertisers decide the ad rates for particular channels and shows

Originally posted by: Zoya56

So how Will channels decide which show to off air or which to give warning to improve their storyline if trp is unavailable for next six months 🤔. Unworthy shows like yeh rishta might have gotten another lease of life. How will advertisers decide the ad rates for particular channels and shows

https://x.com/gagori_uin/status/2039405095176269924

Originally posted by: Zoya56

So how Will channels decide which show to off air or which to give warning to improve their storyline if trp is unavailable for next six months 🤔. Unworthy shows like yeh rishta might have gotten another lease of life. How will advertisers decide the ad rates for particular channels and shows

Short term headaches for long term benefits are to be endured. The channels understand that. Currently channels can only have OTT data for their own content, this evens out the field. Currently Jio owns majority of the networks and channels by extension and so they can fudge their numbers too and that’s unfair to their rivals. This will even the field.

Also, this will probably also lessen Anti India content on OTT platforms. Those idiots will know that their content is watched by a few hundred at most in a country with 1.4 Billion. Would you waste money if you were them?

Originally posted by: The_Best

Okay thanks a lot. That helps a lot. I think taking ratings from online viewership will increase the budget for the shows too like it used to be because now Jiohotstar or other online platforms will be able to get sponsors based on online viewership and won’t have to only rely on tv ratings which have declined the past few years due to people shifting to watch shows online. Also now shows may have slightly different content to cater to online viewers as well and won’t have to make shows that cater to tv viewers only. I am a bit worried about Kyunki’s online viewership because I think it declined the past 2 months when it used to be very high or the highest among shows before that or may be I am wrong

The collection of online numbers will have an impact eventually. Not necessarily in the immediate future as and when they start releasing. The market will open up as the companies will have to share the data about which show is performing how well on their respective platforms. The comparison with rivals will inevitably lead to competition and the fact that this data will include YouTube ratings will influence ultimately all aspects of how content is made or ad revenues for the same for online platforms too.

Currently Jio owns the largest share of the market with Star and Colors networks being their own networks and the content being on the same platform Hotstar. They can manipulate the numbers to their advantage. They will also be forced to come on a level playing field with the likes of Zee, Sony etc in terms of regional competition not to mention those who have language specific apps aka for Bengali, Gujarati, Marathi content etc.

Right now everyone is in trust me bro mode when they toot their horns including stars who claim their shows are popular online. They can hire PR, network with fan groups to hype them up but they can’t force and fudge the numbers too where viewership goes.

This will in turn affect their brand value where they make money for paid promotions on apps like Instagram and YouTube.

Initially the companies will themselves need to adjust to this change and then the changes will roll out in a year or two after that where content is concerned.

Like I said it will also affect the production of anti India content in a post before. Watched by a few, ignored by billions. Who would waste money to make crap if it doesn’t even work for their agenda let alone do anything substantial in terms of making money?

Multiple birds, one stone.