A senior official of the ministry said the move is aimed to get “more authentic” viewership figures for every channel.
“This would help advertisers and the DAVP to spend their advertising expenditure wisely. Only those channels which are widely watched will get promoted,” the official added.
The Directorate of Advertising and Visual Publicity (DAVP) is the nodal agency of the government for advertising by various ministries and its organisations.
In the proposal, the Information and Broadcasting Ministry has told the TRAI, “It is also proposed to ask DTH operators to install a chip in the new set-top boxes which can give data about channels watched and their duration.”
The proposal was part of the ministry’s response to a number of recommendations made by the TRAI on issues related to new direct-to-home licenses.
The official said the ministry also “feels that Doordarshan viewership is under-reported” and if the chip is installed, it would give the real viewership figures of the channel.
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