Mumbai: The Telecom Regulatory Authority of India (TRAI) has recently put forth recommendations for shaping the 'National Broadcasting Policy-2024' aimed at establishing a robust broadcasting ecosystem. The policy sets out a comprehensive roadmap for the next decade, with a focused strategy for the upcoming five years.
The policy seeks to promote resilient, adaptable, and technologically agile infrastructure that encourages research and development, technological innovation, and local manufacturing. It also strives to create a fair competitive environment, enhance ease of doing business and drive economic growth by ensuring widespread access to broadcasting services.
"The National Broadcasting Policy-2024 aims to build a strong broadcasting ecosystem by fostering growth-oriented policies and regulations supported by data-driven governance," stated TRAI.
One of the key goals is to position India as a global 'Uplinking Hub' for television channels, attracting investments, generating employment and promoting skill development. Additionally, the policy focuses on fostering quality content production and distribution across television, radio, and OTT platforms, while promoting Indian content both domestically and internationally.
In July 2023, the Ministry of Information and Broadcasting (MIB) requested TRAI's insights under Section 11 of the TRAI Act, 1997, to aid in formulating this policy. Following a preliminary consultation paper in September 2023, TRAI released the formal consultation paper on 'Inputs for formulation of National Broadcasting Policy-2024' on 2 April. Feedback was gathered from 42 stakeholders, including service providers, organizations, industry associations, consumer advocacy groups and individuals.
Indiantelevision.com reached out to Media Care Brand Solutions director Yasin Hamidani where he provided his perspective on the policy.
He stated that, “The National Broadcasting Policy 2024, with TRAI's recommendations for a transparent and credible audience measurement and rating system for television, radio, and OTT services, offers several significant advantages. On the positive side, this initiative will enhance the accuracy and reliability of audience data, fostering trust among broadcasters, advertisers, and consumers.
A transparent system will enable fair competition, encouraging innovation and quality content creation tailored to audience preferences. It will also ensure that smaller and emerging players have a fair chance to compete, potentially diversifying the media landscape.
However, there are potential challenges to consider. Implementing a new measurement system requires substantial investment in technology and infrastructure, which could be a financial burden for some stakeholders. Additionally, there is a risk of resistance from established players accustomed to the existing system. Ensuring the security and privacy of audience data is another critical concern, as any breaches could undermine trust in the system.
Despite these challenges, the overall impact of the NBP 2024 is poised to be transformative, driving the broadcasting sector towards greater accountability, inclusivity, and alignment with evolving technological advancements,” he concluded.
