| The proliferation
of television channels and the fragmentation of the
audience have made the media planners’ job even
more difficult. Gone are the days of predictable audience
and broadcast. Today narrow casting is here to stay
and the only certainty in the future is the further
fragmentation of the audiences.
In view of all this, TRP ratings become
the backbone and one of the most vital variables for
any media plan. How to predict the Television Ratings
for a particular program in a particular channel and
at a particular time slot is the key to wisely investing
media budgets.
Therefore, before reaching to any
conclusion regarding the dependability and integrity
of TRP Data it is imperative to identify factors, which
could have an effect on the deliveries i.e., variations
in pre and actual plan.
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