issues that need addressing

abhishreshthaa

New member
People meter are required to measure minute-by-minute TV viewing by the respondents. The process is cumbersome. The interest of the respondent in operating the hardware, the accuracy levels, and achieving representative sample along with the following issues that need addressing:


1. The satellite channels by and large are operated by cable operators, who keep changing the channels at will and with a single dish, they keep rotating.

2. There is room for extra domestic reception among Indians. People watch TV not only at home, but in other people’s homes, bars, hotels and elsewhere. People meters have to account for such viewing also.


3. The definition of viewing also varies. Mechanical viewing to empathetic viewing need to be understood. The other parameter is “in room” vs. “in room and able to watch” to “in room and watching”. Everyone develops ones own way of watching television.


4. Accuracy of performance is another critical matter. Surveys in some countries have shown that a few people who had to leave the room to pick up a phone call or answer the door bell pressed their buttons before leaving the room. There is also a likelihood of a delay of one or two minutes between the sets being tuned in and the first individual button being pressed.


5. People meters are expensive, hence they limit sample size. When the sample size is small, it obviously cannot be representative of a highly complex and heterogeneous population especially of a metro, and when the small panel is changed the general levels of viewing recorded for a station might change substantially.
 
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