New Delhi: Recently a prominent Hindi news channel was seen using data from a source called Ratingology.
The group, whose English news channel was also earlier embroiled in the TRP scam, has been using various currencies to showcase itself as the number Hindi news channel.
One such currency quoted in the news channel’s mailers was Ratingology.
MediaNoise did a deep dive to find out more on this measurement currency and who’s running it and if there are any other news channels using it.
After tracking their Twitter page and using tools for deep research, it shows that the Twitter account of the platform was following top executive of the channel until a few months ago.
The Twitter account started unfollowing the accounts six months ago and the first one to be unfollowed was the top marketing executive of the channel.
ALSO READ: Tata Communications Signs Landmark Deal to Transform World Athletics Broadcasting
After speaking to several executives within the channel, MediaNoise found out that the Twitter handle of Ratingology was commissioned by the channel itself and all the graphics and creatives it was posting on Twitter were designed in-house.
Talking to MediaNoise, a senior media planner said that such is the desperation of the so called number one news channel that it has started inventing measurement systems and agencies in-house.
“The channel was earlier using another measurement agency to bat for itself but it got a showcase notice from the government for issuing numbers without being authorised to do so,” said an industry observer.
When MediaNoise checked with the Ministry of Information and Broadcasting if there was an agency called Ratingology which was authorised to issue viewership numbers, the joint secretary level officer said that they were unaware of any such currency.
MediaNoise also checked with the Indian Society of Advertisers and top media planning agencies too. They didn’t have any idea either. The platform didn’t have a website too, let aside making its measurement methodology public.
“Sounds like a fly by night operator. Every channel should stay away from using such sources. It ruins their credibility. Hope the channel’s promoters realise that and don’t fall for devilish ideas their marketing teams give them,” said a former CEO of a news channel.
