The Ratings Tangle:All 3 standpoints lead to Nullity

By Shripad Kulkarni

The current ‘scam’ on TV Ratings is suddenly primetime news, topic of newspaper editorials and has of course rattled the advertising and marketing industry a little. I want to look at this as a marketing communications industry event. For clarity, I will not be looking into the ethics of news journalism or the stance news channels have taken on India’s political affairs. These are very different discussions. So, let’s look at the ‘event’ from three standpoints in the marcom ecosystem viz the research science behind it, the users of this data and the direct stakeholders in the event. I have looked at the research science behind it and its challenges and their implications. Next, a look at the relevance and role in decision-making of this data for users. And thirdly, how it will play out for the direct stakeholders in play, the TV channels and the external regulatory system. Logically examining the implications of this event from each standpoint, we can conclude that each leads to ‘Nullity’!

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