Ministry directs CDAM to halt unauthorized use of TV rating data

The Ministry of Information & Broadcasting has issued a stern directive to Chrome Data Analytics and Media (CDAM) to immediately halt any commercial utilization of rating data in respect of TV channels. The action comes in response to a complaint received by the Ministry, stating that CDAM has been releasing and advertising rating data without being registered as a television rating agency, which prima facie violates the 'Policy Guidelines for Television Rating Agencies in India' issued on 16th January 2014. The ministry's guidelines mandate that all rating agencies must be registered with the ministry for carrying out audience measurement. Additionally, the guidelines outline detailed methodologies for sample selection, data analysis, disclosure norms, grievance redressal, and reporting requirements. CDAM's alleged non-compliance with these guidelines raises concerns about the accuracy and transparency of viewership data.

In light of the situation, the ministry has directed CDAM to withhold any further commercial utilization of rating data for TV channels until the agency obtains the required registration as a rating agency. The ministry has also called upon CDAM to submit an application adhering to the guidelines, along with a detailed report on the methodology being followed for sample selection, analysis, data reporting, and other aspects related to viewership for TV channels. CDAM has been given a 15-day window to respond to the ministry, during which the agency may provide a detailed explanation on how it ensures compliance with the TRP policy guidelines and address the concerns raised in the complaint.

The MIB emphasizes its commitment to ensuring transparency and accuracy in viewership data reporting, protecting the interests of viewers and the broadcasting industry. Additionally, the government has sent a strong message to news channels, cautioning them against using proxy agencies for issuing measurement reports on their connected TV numbers.