“It's time to bring the credibility and sheen back” – Anurag Batra on TV rating mechanisms

Anurag Batra is the Chairman & Editor-in-Chief of the BW Businessworld Group and the Founder & Editor-in-Chief of the exchange4media Group. Dr Anurag Batra has been writing on media for two-plus decades and is the Founder of exchange4media and the Editor-in-Chief of BW Businessworld. Dr. Anurag Batra, in his latest article discusses about the TV rating mechanisms that are prevalent in the industry in the present era and how that had changed from the mechanism in the earlier days. The ratings mechanism in the past has seen manipulation of data manually and there is a worry that this time too there is a similar chance. We need to ensure that the data is not tampered again. The worrying questions need to be answered honestly and in a granular way. “The advertisers and marketers and media planners and media buyers in my view should take the new ratings with a pinch rather than a fistful of salt and also ask more questions of the ratings mechanism’s board”, Dr. Anurag Batra says. ...