This refers to the edit “Hating ratings” (August 8). The most surprising aspect of this issue is the utter gullibility of the corporate world. It is beyond one’s imagination how the otherwise hard-nosed businessmen have fallen hook, line and sinker for the patently and obviously unreliable methods of data collection. Not just that, but they poured hundreds of crores of rupees down the advertising drain on the basis of those popularity ratings of TV programmes. It is time corporations dumped advertising on TV altogether and instead resorted to the older but time-tested methods of marketing like door-to-door campaigns, product demonstrations and free samples and so on.
Kishor Kulkarni Mumbai
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