New Delhi: News Broadcasters Association (NBA), an umbrella body of TV news channels, has decided to move from existing weekly ratings to monthly ratings for all national news and business channels in Hindi and English.
The NBA board has taken the decision with an aim to improve news broadcasting standards as coverage and reportage of news and programmes cannot always be linked to popularity or audience measurement, a statement issued by NBA Secretary General Annie Joseph said.
"News channels being distinct from other genres, have responsibility to inform and empower their viewers with quality programming and dissemination of news rather than providing content merely for gathering viewership," the statement said.
The NBA said the initiative taken by it would not in any way hamper the decision making of advertisers and advertising agencies.
"In the new monthly dispensation, advertisers would continue to get access to data broken down to a minute or a day-part or a specific programme in a manner similar to how data points are currently accessed in the weekly format," it said.
The NBA and TAM (Television Audience Measurement), which gives the ratings, are in discussion to implement the initiative which is proposed to be introduced initially for a period of two years.
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