Inaccurate & unauthentic Rating System - Media Logic

[hassank]

Have you ever think who dictates & directs the narrative on Pakistans electronic Media??? General audience believes that owners of private channels are the ones who dictate what should or shouldnt go on cable. A large audience thinks that government has the authority to drive the agenda through PEMRA. A small section speculates that invisible state is the one who directs agenda. These three school of thoughts have failed to hit the bulls eye. Government, channel owners or invisible state has nothing to do with Media Rating system. There is a small unnoticed giant Media Logic who is dictating the narrative of electronic media with foreign assistance (Kantar).

Media Logic Flawed Ratings Data Statistics:

Media Logic has the power to rate any program as number one on any time slot with a sample size of only 600. The question is, how can Media Logic declare any program as number 1 from a sample size of 600 with a total population of over 22 Million? The sample size of 600 is divided among 20 cities where the major chunk of rating system is enjoyed by Karachi citizens. Out of 600 household sample size many of the rating meters are nonfunctional due to technical fault.

Internationally, rating data is collected through Direct-To-Home (DTH) technology with prompt reports and real viewer preference. In Pakistan, there is no DTH system which clearly help other countries like India to direct their narrative on our electronic media.

Media Logic System Manipulation & Flaws

• Media Logic System is a complete failure and the rating results are manipulated to direct certain narrative on Pakistans Electronic media.
• 600 boxes as sample size gives an inaccurate result of the cumulative viewership patterns.
• Media Logic uses voice technology system which can never give accurate result. Example: If our PM is addressing the nation how can Media Logic detect the channel/program when all channels are running the same content???
• Media Logic provides data after a delay of 24-48 hours which leads to manipulation in results.
• Media Logic flawed data is helping International countries to promote their narrative on electronic media. Example: Indian Drama Content was rated as the number 1 show and suddenly all TV channels started running Indian content on their respective channels.
• Viewers suffers the most because they are forced to watch the show that is wrongly labeled as number 1 program by Media Logic.

Media Logic Rating Needs to be addressed:

1. The first and foremost step of improving the flawed rating system is by increasing the sample size to at least 4000 households.
2. The use of voice technology by Media Logic should be changed to graphical technology. Logo detection can be a helpful tool to ensure the authenticity of its results.
3. The media rating system should be 100% Pakistani to ensure that results are not manipulated to promote International narrative.