Financial Express : Trai needs accurate TRP numbers, ropes in...

In order to determine the appropriate sample size that can reflect the TV viewership data with an adequate accuracy, the Telecom Regulatory Authority of India (Trai) is evaluating the option of roping in the National Sample Survey Organisation (NSSO) or Central Statistical Organisation (CSO), both of which fall under the ambit of ministry of statistics and programme implementation.

Recently, the existing market benchmarks of sample size (6,000 to 8,000) came under the scanner of information and broadcasting (I&B) ministry. The ministry held the view that a total of 6,000 to 7,000 peoplemetre installed only in urban locations is inadequate to represent 122 million TV households in the country and only reflects skewed TV viewership reality. Subsequently, the Centre referred the matter to the regulatory body. Trai’s recommendation on the issue is awaited.

According to a Trai official, “Arriving at a standard sample size is not an easy exercise. What is clear is that the current sample size is inadequate. But one cannot simply inflate the current figure, 6,000 to 60,000 or 6 lakh to zero on an accurate sample size. There are serious cost implications (cost involved in the data-collection) feasibility factors and profitability of the business of TRP involved. Therefore we are contemplating whether an expert body like NSSO or ministry of statistics can be engaged in the task.”

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