Using TRP's to Win - 2
August 07, The ITA in association with TAM, held a symposium, ‘Using TRP’s to Win – 2 in Mumbai. The core object of the occasion was to analyse and explore the Television Rating System that provides indicators for a TV-show’s popularity or otherwise by giving it TRP’s (Television Rating Points).
And illuminating it surely was, what with such a distinguished panel, comprising, Anu Ranjan, President The ITA; Shashi Ranjan, Convenor The ITA along with LV Krishnan, CEO, TAM India, Arnab Goswami, Editor-in-Chief, Times Now; Anurag Batra; MD & Editor-in Chief, Exchange 4 Media; Bharat Ranga-Director-International Business, Zee TV; Dilip Venkatraman, Director Mrktg & Online Projects, CNN-IBN; India, Shashi Sinha, CEO, Lodestar; Smriti Z Irani, Producer, Ugraya Ent.; Prem Sagar, Producer, Sagar Films & Entertainment, Dheeraj Kumar, Producer, Creative Eye Productions The evening was halved into two sessions – one moderated by Vikram Sakhuja, CEO, Group M and the other by Rahul Welde, GM, India, Hindustan Unilever Ltd.
(SOME OF THE QUOTES)
Anu Ranjan, President, The ITA set the evening out by saying, ‘Are the TRP’s perfect?… perhaps no! But – are they worthless?… positively not! Because every business needs a Measuring Meter… every genre needs a Currency to use. In fact, that is what sets the standards of Excellence and makes us get to the pulse of a business. TRP’s are just that – for the business of Television. However, there are any number of those affected who nurse a deep grouse about the TRP’s creating the lack of a level playing field, as these Points catapult some and run some others down. This evening is going to explore all that and much more vis-à-vis the TV Rating System.’
LV Krishnan.. CEO TAM India briefing the audience about how to utilise the rating points, gave examples of understanding audience reactions to events like Abhi-Ash marriage and Prince falling in the well. Similarly, the sharp upward trend registered when ‘Kahani…’ took a leap and other such dramatic ploys are employed by the makers, gave a good peep into the viewers’ minds.
Smriti Irani raised the moot-question as to how 75 million TV-watchers can be represented by 10,000 peoplemeters set up by TAM.
To this LV’s rejoinder was that it’s not the size of the sample that matters, but the homogeneity of the sample, which is of utmost importance. After all, when your blood is tested, it’s only a small amount that is taken for the test and not the entire blood.
Smriti refused to be convinced by that and said when huge states like Bihar, Punjab, Haryana are not in the ambit of TAM, how can it claim to reflect what India is liking or otherwise.
Arnab Goswami.. Editor in Chief Times Now held that TRP’s are like a carrot held to someone. Keeping them in mind, you achieve and then you over achieve… you are hitting and missing all the time.
Bharat Ranga..Director Zee International said the TRP’s are a guide as to why you are hitting some and why missing some.
Shashi Sinha CEO Lodestar, Ratings have become powerful tools to negotiate. Actually, Ratings are just trends – only indicators. But all said, one cannot deny the fact that there is value in content and content remains the king.
Anurag Batra.. CEO Exchange4media, ‘TRP’s should be called Television Reduction Points! It is used only to reduce prices. Also, if you are coming good at TRP-meter you believe in the system and if you are falling way behind – you do not believe in the system – it’s as simple as that!’
Thus went on the intense, exhaustive discussions.
Shashi Ranjan, Convenor, The ITA, ‘We are privileged to have such ace representatives from various fields like Broadcasting, Marketing, Advertising and Production. They are all here to seek some definitive answers to the enigma of the TRP’s and that too with a direct interaction with TAM. The ITA has a long tradition of creating such interactive occasions for the TV-fraternity and we have always elicited tremendous response from them. Even today, we are proud to have such an august assembly and the success of these endeavours really humbles us and we are all the more steeled in our resolve to continue with such services to the fraternity…!’
There were over 300 guests from the advertising ind, clients ,channel reps and producers from the tv industry ..to name a few : Ajai Sinha, Abhilash Bhattacharya, Mohan Kapoor, Alok Banerjee , Rubina Banerjee, Anand Mundra, Binnaifer & Sanjay Kohli, J D Majethia, Kailash Gandhi, Kanchan Adhikari, Monica Tata, Manish Goswami, Manju Singh, Mansi & Rohit Roy, Ashok Pandit, Amyt Bhatia & Raj Iyer …