EFFECT OF TRP OVER TELEVISION NEWS

Agya Ram Pandey Department of Journalism and Mass Communication Sharda University, 32, 34, Knowledge Park III Greater Noida 201 306 (U.P.)

Abstract

Competition is the key factor to improve and enhance the quality of a product. In the same paradigm, the profession of Journalism seems to be heading towards a maze. During the evolution of News channels there has been a huge technological upliftment in the production value of these channels in general. However the necessary competition in producing News constantly is diluting its profundity. After extensive research it was found that due to huge significance accorded to TRP or current measurement system, the nature of Journalists and the quality of Journalism is inching towards negativity. In India, all journalists are forced to be working for achieving an increase in the people-meter for generalisation in the attitude and pattern of television viewing.

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Effect of TRP over Television News In the film Rann1 directed by Ram Gopal Verma, 2010, the lead actor Vijay Malik( Amitabh Bachchan) who plays the role of a CEO of a private television news channel gives heed to his conscience that news channels follow a race of gaining maximum TRP in the grab of true and responsible news. He revealed his conscience as jahan Sanjeeda aur sachchi khabaro ko chhod kar TRP ke nam par sensasionalism bencha ja raha hai (Now the news channels are the platform where sensational news are sold for maximum eyeball in lieu of true and responsible news.) Competition is the key factor to improve and enhance the quality of product. But in the same battle the profession of Journalism2 has turned a new fiasco. During the evolution of News channels there has been a huge technological upliftment in the production value of News channels in general, but the perspective of producing News constantly is diluting its profundity. As it is pertinent from the gang rape of a 13 year female child from the remote area of Gorakhpur by 4 persons was deliberately dropped by almost all T.V. news channels. The reason being that channels have no video footage of rape so as to make it sensational. The broadcasters nowadays focus more on producing content which is popular, in their perception. This perception of broadcasters is based on the Television Rating Points (TRP). Advertisers want to be associated with programs which attract audiences and which fit their image and marketing objectives. Schedulers want to arrange programs such that they maximize these selling opportunities. Although television broadcasting as a medium is most expensive, it reaches out most extensively to viewers who are also potential customers. In India, TV Advertisement Revenue constituted 41% of total ad revenue of Rs 163 billion in 2006 showing a growth of 22% over 2005. (www.trai.gov.in, 2008) In the race of TRP gain the content of News has deteriorated while popular entertainment programs like Laughter challenge, comedy circus, reality shows, various programs promoting destruct amongst youth, enjoy huge TRPs for entertainment channels. Therefore Newscasters maneuvered the same footage around which news packages are constructed and aired. This has a repeat TRP value for the News channel and double revenue earning source. TV audience measurement in India: The first telecast started in India on September 15, 1959 by DD National in New Delhi. Presently Television has come to the forefront with an impressive development in the numbers, channels and delivery platforms, drawing support from technological innovations and new policies. Counting of readership for Print is an age old practice because it is necessary to know the feedback and analyze it to develop the communication policy by the producer. TV audience measurement was started by Doordarshan Audience Ratings (DART) based on diary system. The persons from doordarshan provided a diary and requested to fill the data of programs watched. ORG-MARGs INTAM TAM a venture of Nielsan and IMRB International
1 2

Ram Gopal Verma, 2010 Ravish Kumar, Editor, NDTV, on his blog qasba web address: http://naisadak.blogspot.com/

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(formerly known as 'Indian Market Research Bureau is a marketing research company) is currently the main service provider in TV audience measurement from 1994. In September 2009 the highly confidential list of households pertaining to 625 houses in Mumbai under survey was leaked by CNBC which sent shockwaves in advertising circles and channels. Following the above controversy both INTAM and TAM were formally merged. TAM have 4405 meter and INTAM has 3454 mtrs3. Tam provides 3 data 1 Viewership data, 2 Channel monitoring data, 3 Adex service (2 & 3 montioring ad on tv. They pay Rs.3.5 lacs monthly to channels for the three data. aMap company came to India for this business in 2005. The state of art technology of aMap provides data of the program being telecast. It is proposed to set up a live terminal in Channel office to show online TRP (Television Rating Points) as aMap uses GSM (Global System for Mobile Communications) Networks technology. aMap has 6000 equipment and 1500 DTH to collect the TRP. Now aMap provides reports per day to channels and advertising agencies. TAM report cames weekly on Wednesday. Objective: To study and measure the viability of current TRP system. To reveal the reasons behind the incensement of borrowed contents from U Tube and google image in news conents.

The image showing the news on India TV . its position is 2nd and at times even 1st in TRP ratings.

Rationale of Study: The Present study will focus the root cause of journalists experiencing immense pressure as well as measure the sensationalisation of news due to the role of journalists seems to be diminishing. The study will also focus what amendments in TRP regime is needed for better work condition and decrease the pressure of revenue and re establish TRP measurement the true essence of journalism. It is obviously important to know the real tv viewing habits by Government, news producers, advertisers and corporate advertisement personals for making their strategy for their perspective. Methodology: The respondents of the study comprised of journalist from Hindi news channels in Delhi, wherein 200 journalists were contacted on the basis of purposive sampling method. We consider only those journalists as our sample, who have completed minimum one year in tv
3

Report of Alok Tomer, Well known journalist currently working with CNEB, News channel as Consultant

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news channels. 90 respondents did not reply and showed no interest in such type of study. Out of 110 respondents 75 male journalists and 35 female journalists were ready to cooperate in responding to the questions based on closed ended questionnaire. The age range of respondents was 23 to 45 years and mean age of sample was 34 years. All journalists were NCR (National Capital Region) based. Along with the questionnaire I also obtained some general information as name, age, sex, experience in the newspaper industry etc. Tools used: To conduct the study I framed a closed ended questionnaire for practicing TV journalists in NCR region comprising 14 questions. The scaling was as follows 5 marks = need to immediate change -5 marks = no change at all 3 marks = occasionally 0 = no comment Procedures: The present study is basically divided in two parts, First is to know the journalists orientation about the current TRP system and second is the role & job satisfaction of journalists in the race of getting maximum eyeballs. After the initial planning, respondents were contacted through e-mails and telecons. After confirmation they were provided a questionnaire with a request to tick mark on given answer-sheet. Ample time was given to read the questions thoroughly and answer them. I assured them that their identity would not be disclosed. Question wise interpretations: 1- Content worsening due to TRP competition in news channels?
Graph 1
90 80 70 60 50 40 30 20 10 0 Immediate attention No need change Opinion Occasionally Dont say 7 10 8 85

Immediate Attention needed 85

No Need to change 7

Occasionally 10

Cant say 8

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2- Should TRP be abolished in future for professional satisfaction of Journalist?

Graph 2
70 60 50 40 30 20 10 0 Immediate attention No need change Opinion Occasionally Dont say 19 21 7 63

Yes 63

No 19

Occasionally 21

Cant say 7

3. Are audiences not receptive to serious news on tv? Graph 3

60 50 50 40 30 20 10 0 Immediate attention No need change Opinion Occasionally Dont say 13 25

22

Immediate Attention needed 50

No Need to change 13

Occasionally 25

Cant say 22

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4 Audience want to see cricket, crime, sex and cinema? Graph94 Graph
80 70 60 50 40 30 20 10 0 No Yes Opinion Occasionally Don't say 14 11 13 72

No 72

Yes 14

Occasionally 11

Cant say 13

5- In the morning meeting does the boss emphasize on TRP? Graph 5

70 60 50 40 30 20 10 10 0 Yes No Opinion Occasionally Dont say 5 31 64

Yes 64

No 31

Occasionally 10

Cant say 5

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6- Does the TRP data truly represent the actual audience of your program? Graph 6
80 70 60 50 40 30 20 10 0 No Yes Opinion Occasionally Dont say 13 18 10 69

No 69

Yes 13

Occasionally 18

Cant say 10

7. Do you believe, increasing the no. of people meter will determine the actual audience performances of content? Graph 7
80 70 60 50 40 30 20 10 0 Yes No need change Opinion Occasionally Dont say 2 0 35 73

Yes 73

No 2

Occasionally 35

Cant say 0

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8- Is the importance of reporter diminishing in borrowed content for TRP gains? Graph 8
120 100 80 60 40 20 0 Yes No need change Opinion Occasionally Dont say 7 97

Yes 97

No 4

Occasionally 2

Cant say 7

9. Is it possible to gain better TRP without sensationalizing the news? Graph 9

40 35 30 25 20 15 10 5 0 Yes No Opinion Occasionally Dont say 22 18 33 37

Yes 33

No 37

Occasionally 22

Dont say 18

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10. Do you think that Governments Television Audience Measurement Agency will help improve the News content and subsequently release pressure on the Journalist? Graph 10
40 35 30 25 20 15 10 5 0 Yes No Opinion Occasionally Dont say 17 33 34 26

Yes 33

No 34

Occasionally 17

Cant say 26

11. Do you agree that TV journalists are facing pressure on self each day? Graph 11
90 80 70 60 50 40 30 20 10 0 Yes No Opinion Occasionally Dont say 0 19 9 82

Yes 82

No 0

Occasionally 19

Cant say 9

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12. Should TRP be abolished in future for better content?

Graph 18 Graph 12
40 35 30 25 20 15 10 5 0 Yes No Opinion Occasionally Don't say 23 18 35 34

Yes 35

No 34

Occasionally 23

Cant say 18

13 As a Journalist are you satisfied with your job? Graph 13

50 45 40 35 30 25 20 15 10 5 0 Yes No Opinion Occasionally dont say 8 16 40 46

Yes 40

No 46

Occasionally 16

Cant say 8

Results The maximum marks that can be obtained is 70, as no. of questions is 14 @ 5 marks each. Minimum marks would be -70 because for negative marks is @ -5. Volume:01, Number:09, Jan-2012 : RJSSM www.theinternationaljournal.org Page 62

In the scoring to all respondents we set two categories 1- higher than 40 marks the group is needed to immediately change in current TRP system, 2- below 40 marks is the group who consider, that other reasons are equally important to decrease the pressure and for better job satisfaction. Graph no. 14 show the marks obtained by the respondent.
Obtain Marks by respondents (Graph 1) (Graph 14)
30 28 25 23

No. of Respondents

25 20 15 10 5 0 0-10 10-20 8 15

9 2 20-30 30-40 Marks Range 40-50 50-60 60-70

Graph no. 15 shows the marks obtained in the major groups which means 76 respondents are willing to change the current TRP system and 34 respondents view is positive towards their job satisfaction and TRP system.
The Two Groups of Respondents (Graph 15)

80 70 60 50 40 30 20 10 0

76

34

0-40

Marks class

40-70

The above graph shows the representation of male and female comparison in terms of obtaining marks.

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(Graph 16) Male Female Representation (Graph 3)

25 20 15 10 6 5 0 0-10 10-20 20-30 30-40 40-50 50-60 2 3 15 12 10 8 7 4 5 2 0 20 16 Male Female

60-70

Suggestions:

1- Sample Size: It is necessary to add advertisers, audience in sample population as it

may not be objective due to personal involvement of Journalist. For further research it is advised to increase the sample size so that the results can be comprehensive. 2- Psycho analysis of respondents is also advised. 3- Content analysis for job satisfaction of journalist is better as we can reflect as to how many stories are from the reporter and how many reports show from borrowed content. It is also necessary to calculate spent time on the two types of story. References: www.trai.gov.in. (2008, July). Retrieved July 23, 2011, from www.trai.gov.in: http://www.trai.gov.in/trai/upload/PressReleases/552/cpaper28mar08.pdf web portals : bhadas4media.com, Interview of various journalists, editors and aMap Representative Hans Hindi Magazine special issue on TV News channel ***

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