Tellytown has mixed feelings about new rating system

The good old TRP is now on a long sabbatical, so it seems with the revised system of viewership analysis having been introduced which gives the figures in average TVT (Television Viewership in Thousands). Post the phase I and phase II of digitization drives in metro and the tier 2 and tier 3 markets, the perspective on viewing at analyzing the TV viewership has changed for sure. However, the million rupee question is how quickly is the telly industry adapting itself to the changing figures?

There is a mixed set of views on this trend. Producer Sumeet Mittal of Diya Aur Baati... and Punar Vivah.. says, "It's now in figures of lakhs. And there is separate system for calculating GVT (Gross Viewership in Thousands). Compared to the earlier system of TVRs (Television Viewers' Rating), the TVT looks quite encouraging. TVT gives one the indication of the exact number of viewers which has shifted or the number of viewers which has stuck to the programme. It is easier to understand the dynamics which gives us the larger picture. This is a more transparent system even though the pressure to perform remains the same."

Producer Hemal Thakkar says, "Overall the reaction is positive. We have to learn to live with these new numbers and it will take a little time to understand the system. From a creative perspective it's difficult to understand ratings as it's mathematical and is correlated to business point of view. However, ratings make us understand the markets better and enable us rightly craft the creatives for the target audience."

The new system has also seen skeptics questioning the absoluteness of the same. Actor-producer J D Majethia feels, one would take time to get used to this system. "It's very difficult to say right now what will the tangible outcome of this move," says Majethia who adds, "This new analysis is not difficult to fathom. It has been said that more scientific models have always have yielded long term benefits to TV. At the same time, there are certain unanswered questions that call for more scientific and accurate analysis that would ensure we derive at the right conclusion and take the right direction through these tools."

Producer Rajan Shahi of Yeh Rishta Kya Kehlata Hai finds the TVT a tad confusing. "The new system is a bit confusing as we are used to previous one. One could understand the dynamics by at a mere glance at the ratings earlier because the previous system was simpler. With the new system in place we would need to adjust and understand it. It's too early to comment as how it will work."
With the viewership equations, on paper of course, getting more dynamics and new changes being witnessed, the number game on TV is surely getting interesting with each passing day.

Fiction week 31

Show	Average TVT	Previous Week
Diya Aur Baati Hum	10332	9133
Taarak Mehta Ka Ooltah Chashmah	8161	7724
Balika Vadhu	7308	8018
Qubool Hai	7213	7380
Yeh Rishta Kya Kehlata Hai	6749	6114

Non fiction week 31

Shows	Average TVT	Previous Week
Comedy Nights With Kapil	6059	6352
India's Dancing Superstar	5503	3181
Indian Idol Junior	5348	4441
ID Super Moms	4934	4979
Jhalak Dikhhla Jaa	4579	5853

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