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Putting audiences centre stage
Financial Express Kolkata
|November 12, 2025
WHY STAKEHOLDERS REMAIN DIVIDED OVER DECOUPLING LANDING-PAGE VIEWERSHIP AND TELEVISION RATINGS
THE INFORMATION & Broadcasting Ministry's proposal to exclude landing-page viewership from television rating point (TRP) calculations has the TV broadcast ecosystem split right down the middle.
While many advertisers and agency partners treat this as "overdue hygiene", many broadcasters and industry experts warn of technical difficulties that could potentially disrupt the TV industry, which has seen at least a 10% slump in ad volumes in the first nine months of 2025 versus a year earlier.
For media buyers, the attraction is simple. Landing-page spikes often distort audience engagement, misrepresenting true viewership. By removing this artificial inflation, the industry can expect more reliable data, allowing advertisers to make better-informed media decisions.
Denne historien er fra November 12, 2025-utgaven av Financial Express Kolkata.
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FLERE HISTORIER FRA Financial Express Kolkata
Financial Express Kolkata
Chomsky, Gates appear in new Epstein estate photos
CONGRESSIONAL DEMOCRATS RELEASED dozens of new images from the estate of the late convicted sex offender Jeffrey Epstein on Thursday, a day before the US Justice Department is required by law to release unclassified ?files from its investigation of the disgraced financier.
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Financial Express Kolkata
Europe agrees to lend 90 bn euros to Ukraine
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Financial Express Kolkata
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2 mins
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Financial Express Kolkata
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1 min
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Financial Express Kolkata
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1 min
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Financial Express Kolkata
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2 mins
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Financial Express Kolkata
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Financial Express Kolkata
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1 min
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