Ramdas Shenoyy gives insights on the future of Internet TV and end of the TRP era.
The world has come a long way in going digital, Television advertising still plays a significant role when it comes to marketing products and services. However, unlike digital advertising, you will have to spend quite a bit if you want to run your advertisements on the television and you want to check the effectiveness of your advertisements that is where the animal called TRP comes into picture.
TRP or Television Rating Point refers to a percentage of audience that views a certain television program or watches television during a certain time slot.
TRP is calculated in two different ways – the diary method and the barometer system. In the Diary method, only a simple headcount is considered while calculating the TRP of a certain program.
For example, if 10 people watch a certain program that runs on television for 30 minutes, the TRP of that program would be taken as 10, irrespective of the time that they spend watching the program. In barometer, they place these barometers at people’s homes and check the time spent on each program.
But when huge advertising money is funding these media channels, the chances of people trying to manipulate the TRP ratings is fuelled by many players in the ecosystem.
As per Indian ADEX, India is one of the fastest growing market where TV takes the pie of INR 38000 crores followed by Internet with INR 27803 crores. With lockdown, and internet entering Indian homes, Internet TVs are going to replace the conventional cable TV network making all internet analytics available for the media channels and the advertisers making it more transparent as a medium where say on a Live YouTube Channel one can actually checkout the number of viewers at any given point of time.
Smart TVs and virtual reality are going to change the way consumers are going to interact with the content. Smart advertising is going to make its way where based on your profile and likes, you will be shown only those advertisements. So if a lady is watching her favourite TV program, she is not going to be shown a men’s shaving product advertisement and so on. Expect these devices—which allow users to stream videos and music, browse the Internet, and view photos—to be ubiquitous in homes across the world, adding to the power and potential of virtual reality and future programming.
With all the tech-giants like Google, Facebook, Apple sitting on so much of data they will come up with affordable technology that makes it viable for all and then you won’t have anymore TRP manipulation scams.
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