1 month ago
Former CEC SY Quraishi Exposes TRP Scam
SY Quraishi, a former CEC and director general of Doordarshan, has written about discovering a TRP scam in his new book.
The TRP scam involves manipulating viewership data to make Doordarshan appear less popular than it actually is.
This manipulation leads to unfair advertising revenue distribution.
Quraishi explains that the TRP measurement system is flawed and that households participating in the measurement are incentivized with gifts and appliances, leading to biased data.
He also mentions that the system has not improved much over the years, despite technological advancements.
Quraishi's efforts to expose the scam were met with resistance from the media industry.
SY Quraishi discovered a TRP scam involving manipulated viewership data while working at Doordarshan.
The TRP measurement system is flawed and households are incentivized to manipulate data.
Doordarshan's viewership and revenue are systematically underreported in the TRP data.
Quraishi's efforts to expose the scam were met with resistance from the media industry.
The TRP measurement system has not improved much over the years, despite technological advancements.
- Who
- SY Quraishi, former CEC and director general of Doordarshan
- What
- Exposure of a TRP scam involving manipulated viewership data and unfair advertising revenue distribution
- Where
- India, specifically involving Doordarshan and the television industry
- When
- The scam was exposed in 2020, but Quraishi discovered similar issues in 2002–03
- Why
- To understand and expose the manipulation of TRP data and its impact on Doordarshan's revenue
Media Industry
SY Quraishi
TRP Measurement System
Media Industry
The TRP measurement system is accurate and reliable, representing the true viewership of television channels.
SY Quraishi
The TRP measurement system is rigged and manipulated, leading to distorted viewership data and unfair advertising revenue distribution.
Incentives for Households
Media Industry
Households participating in TRP measurement are not incentivized, ensuring unbiased data collection.
SY Quraishi
Households participating in TRP measurement are incentivized with gifts and appliances, leading to manipulation of viewership data.
Impact on Doordarshan
Media Industry
Doordarshan's viewership and revenue are accurately reflected in the TRP data.
SY Quraishi
Doordarshan's viewership and revenue are systematically underreported in the TRP data, leading to financial losses.
Key facts
- Author
- SY Quraishi
- Book Title
- India and I: A Hundred Memories, Not a Memoir
- Publisher
- Hachette India
- TRP Scam Year
- 2020
- Doordarshan's Reach
- 35 of the top 50 programmes
- DD National's Prime-Time News Viewership
- 92%
- Cable and Satellite Homes TRP Share
- 2–3%
- Terrestrial Broadcasting Households
- 50%
- Current TRP Measurement Households
- 58,000
- Total Television Households
- 230 million
Quotes
SY Quraishi
Former Director General of Doordarshan and author of the book
“"The data card was collected twice a week by a worker from a data and market research firm. When I asked whether households were paid, he initially denied it. Later, over tea and samosas, he admitted the truth: households received inducements, pressure cookers, dining sets, and small appliances. Later, even a TV set."”
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“"I fought a lone battle. I met media buyers, showed them the data, and explained how they were being systematically cheated. They listened politely. Some even nodded. But the system was too profitable for too many. The fraud continued, blessed by silence."”
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Sources
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