Landing troubles: Uncertainty looms post TDSAT’s landing page judgement

The Telecom Disputes Settlement and Appellate Tribunal’s (TDSAT) quashing of the TRAI’s ruling, that barred channels whose viewership ratings were measured by the Broadcast Audience Research Council (BARC) India from appearing on the landing page, has led to chaos. The landing page, also known as the barker channel, is a form of digital signage that one sees when the TV set is switched on.
TRAI’s earlier directive was meant to “protect the interest of service providers, consumers and ensure the orderly growth of the sector”. But now, it’s a free-for-all.

Unfair play?
Broadcasters had reportedly penned a grievance letter to BARC India requesting it to “reconsider and reinstate the appropriate moderation policies”. Simply put, they requested the measurement body to avoid mapping impressions on the landing page, so that broadcasters do not get an unfair advantage by paying to air content on it.