I&B Ministry mulling adding chip to record data in STBs

In order to get authentic data on viewership of TV programmes, the Information & Broadcasting Ministry is considering adding a chip that can record data in the set top boxes (STBs) being installed as part of its digitisation drive.
While television viewership measurement continues to be a contentious subject, there is a view in the ministry that digitisation of cable sector could resolve this problem.
Sources said a chip set within a STB can record details of the programme being watched and the time when it was viewed. Multi system operators would be able to access this data which can be passed on to the broadcasting and the advertising agency.

As per a view in the I&B ministry it is felt that at a time when the industry is facing the problem of disagreement over viewership rating, which form the basis of a channel's value in the advertising market, this method could prove a sure shot solution.
The ministry has already completed two phases of digitisation where cable households in the metro and 38 other cities have installed STBs.
The ministry is now working on plans to implement digitisation in the third and fourth phase which cover the entire country. The government intends to complete the digitisation of cable sector in the entire country by the end of 2014.