Thursday February 3, 2011 4:32 FRANCE 24
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Thursday February 3, 2011 4:12 monasosh
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Tag: Television
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Target Rating Point (TRP).
Image by Soumik Kar via Flickr Process of self and sponsor deception under the garb of Scientific analysis.
Story:
It is a measure of the purchased television points representing an estimate of the component of the target audience within the gross audience. Similar to GRP (short for Gross Rating Point) it is measured as the sum of ratings achieved by a specific media vehicle of the target audience reached by an advertisement. For example, if an advertisement appears more than once, reaching the entire gross audience, the TRP figure the sum of each individual GRP multiplied by the estimated target audience in the gross audience.
In the case of a TV advertisement that is aired 5 times reaching 50% of the gross audience with only 60% in the target audience, it would have 250 GRPs (= 5 x 50) — i.e., GRPs = reach x frequency – TRP in this case should be 60% out of 250 GRPs = 150 TRPs – this is the rating point in the target, 60% of the gross rating.
Both of these metrics are critical components to determine the marketing effectiveness of a particular advertisement.
Television Rating Points – TRP is the criterion that indicates the popularity of a channel or programme and this data is very useful for the advertisers Presently, INTAM (Indian Television basis of its sample homes readings. But there is a drawback in the technique, as cable operators frequently change the frequencies of the different channels before sending signals to the homes. It may be very misleading to read a channel according to a particular frequency even if the down linking frequency is same all over India.
Second technique is more reliable and relatively new to India. In picture matching technique people meter continuously records a small portion of the picture that is being watched on that particular television set. Along with this agency also records all the channels’ data in the form of small picture portion. Data collected from the sample homes is later on matched with the main data bank to interpret the channel name. And this way national rating is produced.
http://en.wikipedia.org/wiki/Target_Rating_Point
Related:
Television Rating Points – TRP is the criterion that indicates the popularity of a channel or programme and this data is very useful for the advertisers. In a highly clustered market targeting audiences it is very problematic because in the market there are numerous channels with a variety of programmes catering round the clock to a vast and scattered population. Television ratings provide information about the viewers TV watching habits and the socio-economic background of the audience. This helps advertisers and corporate media planners in selecting the right media at the right time.Presently, INTAM (Indian Television Audience Measurement) is the only electronic rating agency functioning in India. INTAM uses two methodologies for calculating TRP. First is frequency monitoring, in which ‘people meters’ are installed in sample homes and these electronic gadgets continuously record data about the channel watched by the family members. ‘People meter‘ is a costly equipment, which is imported from abroad. It reads the frequencies of channels, which are later, decoded into the name of the channels and the agency prepares a national data on the basis of its sample homes readings. But there is a drawback in the technique, as cable operators frequently change the frequencies of the different channels before sending signals to the homes. It may be very misleading to read a channel according to a particular frequency even if the down linking frequency is same all over India.
Second technique is more reliable and relatively new to India. In picture matching technique people meter continuously records a small portion of the picture that is being watched on that particular television set. Along with this agency also records all the channels’ data in the form of small picture portion. Data collected from the sample homes is later on matched with the main data bank to interpret the channel name. And this way national rating is produced.
The most crucial part of TRP business is the sample size of the research. Presently, TRP is based upon only a small urban sample of 5500 homes spread all over India. Most of the sample homes are situated in urban areas. Critics doubt as to how could this small sample truly represent the taste of Indian. That’s why Doordarshan has its own ratings system DART (Doordarshan Audience Ratings). DART is a diary based system of ratings. DD people distribute diaries in sample homes and the viewers are asked to note down each programme as and when watched by family members. In the end of the week a person collects all the diaries and sends them to the head office, where popularity of programmes is calculated.
Source(s):
A television programme or a commercial sent over the air, on a cable system, or direct from a satellite is available for viewing by millions of viewers. How does one know how many of those millions are actually viewing a particular programme? Unlike a newspaper or a magazine, where the publisher can count how many copies are sold, there is no direct way to know exactly how many people are watching any given programme. Hence, indirect measuring techniques based on the statistical sampling theory, called Television Audience Measurement (TAM), are used.
Technically speaking, TAM is a specialised branch of media research, dedicated to quantifying and qualifying detailed TV audience information. In India, TAM is commonly referred to as TRP or TV Ratings Points. Generally, when used for the broadcast medium, a rating point equals 1% of the given
population group.Why do we need these ratings?
With the hundreds of crores of rupees spent annually on TV programmes and commercials, reliable TV audience information is required to evaluate and maximise the effectiveness of this investment. This has led to the ever-increasing desire by broadcasters, advertisers and advertising agencies to have accurate, consistent and detailed information about TV audiences. These ratings, if reliable and valid, become `common currency’ for the market’s commercial airtime. Media planners and buyers evaluate the alternative programmes offered to best achieve their advertising goals, broadcasters evaluate programmes or a station’s popularity and how much to charge advertisers for commercials during a programme or on a given
channel. In those cases where the channels are funded wholly or partly by public licence, they provide accountability.How is viewership measured?
There are many ways to measure the audiences. One is through random telephone calls (if teledensity is satisfactory). Another is by using TV diaries, booklets in which samples of viewers record their television viewing during a measurement week. However, with the increasing numbers of channels, multiple broadcasting platforms and increased numbers of TV sets and remote controls per family, electronic gadgets called people meters are used to measure audiences. The people meter, about the size of a paperback book, is placed on each TV set in the sample home. The box has buttons, and lights are assigned to each person who lives in the household (with additional buttons for guests). Each meter is capable of accurately monitoring every second, 24 hours a day, 365 days a year, what is being viewed on each TV set and by whom. The meter stores this data. The data is then periodically transmitted by means of the family’s telephone line, or a dedicated cellular telephone line to a central computer for analysis. In actual practice, all the three methods are used in combination, for increasing the
accuracy and for crosschecking.The world’s first people meter was installed in 1976 in 500 homes in Italy by LCM Graman, an Italian market research company. Today, AC Nielsen, AGB Group and Gallup are the three leading TAM agencies. Most of the television markets in the world have a single TAM rating. However, India till recently had two – one called TAM done by AC Nielsen and other INTAM reported by ORG-MARG. However by the end of this year, TAM and INTAM will be merged to form a consolidated industry standard.
How reliable are TRP ratings?
As with any sampling, TRP ratings could be inaccurate due to sampling errors like inadequate coverage of the TV owning population. In India, for example, TAM ratings are based on people meters installed in only 16 top cities in nine states. Also, the panel households exclude lower middle and top income bracket households, which are keen watchers of niche English channels. Then the whole system is based on the list of metered households being confidential so that their viewing habit is not unduly influenced.http://www.televisionpoint.com/lounge/lounge.php?id=1175340695
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Day care centers turn on TV for toddlers, study finds
When you decide to have a baby, better be sure that you can take are of it.You must not delegate the responsibility of raising children to people who want to make money.Do not rue when your child turns out to asocial and anti social. , Children are also given sedatives to make them sleep.
(CNN) — Think your children are getting hours of playtime, story readings and stimulating lessons at day care? Maybe they are, but they could also be spending a chunk of their day watching TV or DVDs.
New research published in the December issue of the journal Pediatrics found that kids in child care settings could be watching as much as 2.4 hours of television on an average day.
A study from the Center for Child Health, Behavior and Development at Seattle Children’s Research Institute examined 168 child care programs and found that 70 percent of home-based and 36 percent of center-based programs showed television to preschool kids.
“Most parents don’t know what happens at their children’s preschool,” said author Dr. Dimitri Christakis, who directs the Center for Child Health in Seattle, Washington. “They really want to believe that they leave their children there, it’s preparing them for school, it’s a stimulating, enriching environment. And I don’t know that they’re aware that in fact, a lot of time is spent watching TV.”
Researchers surveyed licensed home-based and center-based day cares in Michigan, Florida, Washington and Massachusetts, that took care of children under the age of 5.
Christakis and co-author Michelle Garrison reported that on an average day, home-based programs showed about 1.6 hours to toddlers, compared with 0.1 hours for center-based programs, and 2.4 hours to preschool children compared with 0.4 hours.
Previous estimates that children spend about two to three hours a day watching television are inaccurate, because those numbers relied on parents to calculate the number, Christakis said. Many pre-school children spend their days away from their parents.
“Prior studies quantify TV that children watch at home, but no one quantified the amount they watch at day care,” Christakis said.
Since previous studies reported that children watch about two to three hours of TV at home, and this recent study indicated that some day care centers show about 2.4 hours of screen time, some American preschool children could be watching as much as five hours a day, Christakis said.
“When you consider they’re only awake 12 hours a day, they’re spending almost half their waking hours in front of the screen,” he said. “At that level of viewing, it really begs the question of what are these children not doing? What are they missing out on during the five hours they’re passively watching TV?”
Face-to-face interactions such as engaging with the children with toys or reading books are more stimulating, experts said. Extensive TV watching for young children has been associated with shorter attention span, childhood obesity and developmental issues such as knowing fewer words and being less prepared for school, doctors said.
When you consider they’re only awake 12 hours a day, they’re spending almost half their waking hours in front of the screen.
–Dr. Dimitri Christakis“In terms of rapid brain development, TV is a relatively impoverished environment for stimulating optimal brain development,” said Dr. Michael Rich, a pediatrician and director of Center on Media and Child Health at the Children’s Hospital Boston, who is not associated with the latest study. “The kids are never forced to stimulate or use their own imaginations. They’re used to pre-processed fictional worlds. They often don’t develop the habit of imaginary play.”
Some day cares could be operating under the misconception that TV is beneficial, said Christakis, who is also a professor of pediatrics at the University of Washington School of Medicine. Ninety percent of the surveyed centers reported that they used TV for educational or entertainment reasons.
“We as a culture still believe that TV time is benign, that it’s OK,” said Rich, an associate professor of pediatrics at Harvard Medical School. “I think it shows how much we as a society need to learn about the effects of TV.”
Although it’s unclear why the home-based day cares showed more TV, possible factors include less staffing and lower education levels of owners who run home-based centers, Christakis said. The report found that 70 percent of center-based program owners had a college degree compared with 51 percent of home-based owners.
Since home-based day care typically cost less than center-based programs, this disproportionately affects children from lower income households, experts said.
While children could be watching educational programs like “Sesame Street,” pediatricians say TV viewing takes time away from more critical and interactive abilities that are more conducive to development. -
FOX and White House
“The White House’s battle with Fox News reached a new high on Sunday, when Communications Director Anita Dunn went on national television to blast Fox as a partisan organization that functions as an appendage to the Republican Party.
“Fox News often operates almost as either the research arm or the communications arm of the Republican Party,” Dunn told CNN, adding, “let’s not pretend [Fox is] a news organization like CNN is.” Dunn also took her beef to The New York Times, saying in a Sunday interview that Fox is “undertaking a war against Barack Obama and the White House [and] we don’t need to pretend that this is the way that legitimate news organizations behave.”
Comment:
A Democracy needs opposition;it may be a party or print media or electronic media, though theoretically Press is free, which it is not, as it reflects the views of the Publishers and Editors.Right way for the establishment is to handle is to counter their stance with facts.If true, keep quiet at best.If untrue face them with facts.No use is cringing and whining.
At the same time Press is expected to be free and publishers should remember that.Else they will be targeted politically, if they are partisan.
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