New Delhi, Apr 18 (IBNS) Union Minister for Information & Broadcasting, Manish Tewari said that a viable Measurement System for assessing the audience tastes and preferences would enable the Broadcasting Industry to position sustainable revenue models.
The broadcasting industry needed to initiate immediate steps for setting up the BARC mechanism, he said.
The Minister said the digitization process had created a model where the given database emerging from the process could be analyzed and expanded exponentially.
He said the Government was willing to provide this data to an industry created body and this body in turn could utilize the data for use in the public space.
The initiation of this industry led process would ensure a two way flow of information necessary for analyzing advertising trends and models, said Tewari while addressing the 4th CEOs Round Table on Broadcast here on Thursday.
Elaborating further, the Minister said that there had to be a balance between the evolution of technology and the regulatory architecture.
In view of the changes taking place in the broadcasting space, a discussion was necessary within the industry regarding the need of a regulator on techno-commercial grounds, he said.
Referring to the digitization mechanism, the Minister said that all stakeholders had to ensure that they work together for creating an enabling environment.
This was critical in view of the consumer being the biggest stakeholder and end-beneficiary, he said, adding, the Government was aware of the needs of the consumer and desired that the whole process of implementation ought to be done causing the least pain to the biggest beneficiary i.e. the consumer.
Digitization as a process had to be viewed as a game changer as far as the media landscape in this country was concerned as benefits would accrue to all the stakeholders involved and each played a vital role in the growth of the industry, he said.