In most advanced Western countries, TV ratings go beyond the simple survey of viewers' choice by finding valuable data on the impact of various educational and entertainment programmes on society which serves as social research material. But in India such surveys are still being used only as an advertisers' tool, says a media expert.

``Such surveys, while aiding sociologists in determining and analysing contemporary social trends, also help TV networks find the flaws in their programmes and improve them both in content as well as substance,'' says Dr N Bhaskar Rao, chairman of the Centre for Media Studies (CMS).

Experts differ on the Television Rating Points (TRP) system followed, but they generally agree that modern technology should be adopted to draw `near exact' conclusions on the people's preference for particularprogrammes and channels. Doordarshan, which still continues to be India's largest television network in terms of viewership as well as penetration even after a glut of private TV channels, follows two methods to determine viewership.

``The first is the `diary method' which is a sort of sample survey taking into consideration the gender, age group and socio-economic strata of viewers. This is carried out in 20 cities in the country,'' says B S Chandrasekhar, Director, Audience Research, Doordarshan. ``The second method used in five cities at present is the `people meter' method. Operated by the Indian Market Research Bureau (IMRB), this is a sophisticated method and the results are far more accurate,'' he says. However, according to Rao, no TRP system followed in the country is foolproof.

``The systems that we are following today can always be manipulated. There are no checks and balances in the methods employed to ascertain viewers' choice. If a viewer wants to bluff, then there is no way to detect thatunder the present systems,'' he says.

But Chandrasekhar points out that the `people meter' method is ``quite accurate.'' ``An electronic gadget having button system is employed in this method to ascertain viewer interest. Although this method is employed in only five cities at present, we are planning to expand the operation more cities and towns,'' he adds.

As Doordarshan director general K S Sharma mentioned in the 1997 annual report, ``audience research still remains an area of concern. All attempts are being made to get feedback in terms of ratings of programmes in a more representative manner than before.''

However, ``a lot of ground is yet to be covered in this key area. Efforts have been initiated in this direction," he said in the report. ``The actual potential of TRPs and television viewership surveys are not being utilised fully. Such surveys can provide a wealth of information on issues ranging from social awareness, literacy campaign, developmental programmes and even in determining theactual impact of the programmes on viewers,'' says Rao.

Discord in IBA over "lack of vision"

Just when uplinking facilities have been thrown open to private TV channels, the Indian Broadcasters' Association (IBA), representing the country's big names in the field of private broadcasting, is in a state of disarray with two of its founder members resigning, unhappy over the manner of its functioning.

Upset at the ``inactivity'' of IBA at this crucial juncture in the country's broadcasting history, its vice-president Shobhana Bhartia of Hindustan Times TV and another founder member Lalit Kumar Modi, managing director of Modi Enterprises, have resigned, telling the IBA president Zee-TV's Subhash Chandra that no useful purpose was being served by the organisation, whose rules and regulations were often ``flouted.''

Association members say that only three board meetings have been held since its inception in January last year although its memorandum of association required at least six meetings in acalendar year.