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TRAI Chief Advocates TV Rating Overhaul & AI Spam Fight for Credibility Boost

TRAI Chairperson Anil Kumar Lahoti has announced a push to replace India's single-agency TV audience measurement system with a competitive multi-agency model to improve credibility. He highlighted critical gaps in the current system, including a limited sample size and the exclusion of connected TV viewership. Lahoti also praised telecom providers for using AI to detect spam calls and fraudulent SMS links, enhancing consumer protection. Furthermore, recent regulatory amendments have simplified the process for consumers to report spam, with a more user-friendly DND app set to launch soon.

Key Points: TRAI Pushes TV Rating Reform & AI Spam Protection

  • Shift from monopolistic TV rating system
  • AI deployed for spam call detection
  • New DND app launch within a month
  • Easier reporting of unsolicited communication
3 min read

TRAI Chief pushes for TV Rating reform and AI-driven spam protection to boost credibility

TRAI Chairperson Anil Kumar Lahoti calls for multi-agency TV ratings and highlights AI's role in combating spam calls and fraud.

"Presently, the TV audience rating measurement is being done by only a single agency... concerns about the reliability and credibility - Anil Kumar Lahoti"

By Shailesh Yadav, New Delhi, January 12

The Telecom Regulatory Authority of India is spearheading a major overhaul of the nation's television audience measurement and telecommunication safety systems to address growing concerns over the reliability of the current monopolistic system.

In an exclusive interview with ANI, TRAI Chairperson Anil Kumar Lahoti announced that the regulator is advocating a shift to a competitive, multi-agency model to improve transparency and accuracy in TV ratings, moving away from its single-agency model for TV audience measurement.

"Presently, the TV audience rating measurement is being done by only a single agency. During our consultations, various stakeholders have pointed out concerns about the reliability and credibility of this audience rating measurement system," Lahoti said.

The TRAI chief highlighted that the current monopolistic system, managed by a single agency, has faced mounting criticism for its credibility. To address this, TRAI has formally recommended that the government move away from the single-agency model.

The TRAI chief noted that the agency's total sample size is limited to 50,000 households. He also pointed out that connected TVs are not being measured, leaving a crucial segment of modern viewership unaccounted for.

"There are several issues which need to be addressed. The government has already taken steps regarding the reform of the audience measurement system, and I think with that this should improve," Lahoti added.

Addressing the telecom industry's embrace of emerging technologies, Lahoti praised service providers for their proactive use of artificial intelligence. He noted that AI is being widely deployed for spam detection, with all three private-sector service providers now flagging suspected spam calls to alert consumers.

"This warns the consumer if it is a spam call, and then they can make an informed decision whether to receive the call or not," he explained. The technology is also used to detect millions of fraudulent URLs transmitted via SMS and to enhance network management, improving the overall consumer experience.

Lahoti also outlined key reforms introduced through amendments to the Telecom Commercial Communications Customer Preference Regulations (TCCCPR) in February 2024. The changes make it easier for consumers to report unsolicited commercial communication, even if they haven't registered on the Do Not Disturb (DND) platform. Additionally, spam from unregistered telemarketers can now be reported, a capability previously unavailable.

The TRAI chief announced that an improved version of the DND app will be launched within a month, making it more user-friendly and effective. "Reporting spam is very necessary because this is the important way by which the system comes to know of a spammer, and if you report a spam on the DND app, action gets taken," he emphasised.

- ANI

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Reader Comments

R
Rohit P
The AI spam detection is a game-changer! I've been getting fewer scam calls since my provider started flagging them. But the DND app needs a major upgrade - the current one is so clunky. Glad to hear a new version is coming. Hope it actually works well! 🙏
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Aditya G
While I appreciate the intent, I'm skeptical. We've heard about "reforms" before. The real test will be in the implementation. Will the new multi-agency model truly be independent, or will it just create new monopolies? Transparency in the selection process is key.
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Sarah B
As someone who works in media, this is huge news. The current ratings have too much influence on advertising budgets and even show cancellations. A more accurate system will benefit everyone - broadcasters, advertisers, and ultimately viewers who get better content.
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Karthik V
Good move on both fronts. But I hope the focus on AI for spam doesn't mean less human oversight. Sometimes these automated systems block important calls from banks or hospitals. There needs to be a balance between protection and convenience.
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Nisha Z
My parents in their 60s get so many spam calls daily. They feel harassed. The fact that we can now report spam even without being on DND is a relief. Small steps, but moving in the right direction. Hope the new app is senior-citizen friendly!

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