TRAI Chief Pushes TV Rating Overhaul, AI Spam Defense

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AuthorIshaan Verma|Published at:
TRAI Chief Pushes TV Rating Overhaul, AI Spam Defense
Overview

Telecom Regulatory Authority of India Chairperson Anil Lahoti is driving reforms for TV audience measurement, advocating a move from a single-agency model to a competitive multi-agency system to enhance credibility. He also highlighted the growing use of AI by telecom providers for effective spam call and fraudulent URL detection, alongside planned improvements to the DND app for better consumer reporting.

TRAI Pushes Overhaul of TV Ratings, Bolsters Spam Protection

NEW DELHI – The Telecom Regulatory Authority of India (TRAI) is initiating a significant overhaul of television audience measurement and telecom safety protocols, aiming to address deepening concerns over the credibility of existing systems. TRAI Chairperson Anil Kumar Lahoti announced plans to transition the TV rating system from its current monopolistic, single-agency model to a more transparent and accurate competitive, multi-agency framework.

"Presently, the TV audience rating measurement is being done by only a single agency," Lahoti stated in an interview. Stakeholders have raised concerns about the reliability and credibility of this consolidated approach. The current system, managed by one entity, faces increasing criticism. TRAI has formally recommended government action to shift away from this single-agency structure.

A key limitation highlighted by Lahoti is the current sample size of just 50,000 households. Furthermore, the measurement fails to include viewership from connected TVs, a rapidly expanding segment of the modern audience. These gaps leave significant portions of viewing behavior unaccounted for, potentially skewing audience data.

"There are several issues which need to be addressed," Lahoti added, noting that government steps are already underway to reform the audience measurement system, which should lead to improvements.

Enhanced Telecom Safety with AI

Beyond ratings, TRAI is also championing the integration of artificial intelligence in telecommunications. Lahoti commended service providers for their proactive AI deployment in spam detection. All three private telecom operators now flag suspected spam calls, alerting consumers to make informed decisions about answering potentially fraudulent communications.

AI is also crucial in identifying millions of malicious URLs sent via SMS and enhancing network management, thereby improving the overall subscriber experience. These efforts align with amendments to the Telecom Commercial Communications Customer Preference Regulations (TCCCPR) introduced in February 2024.

The regulatory changes simplify the process for consumers to report unsolicited commercial communications, even if they are not registered on the Do Not Disturb (DND) platform. Reporting spam from unregistered telemarketers is now also feasible, addressing a previously unaddressed loophole.

TRAI plans to launch an enhanced version of the DND app within the month. Lahoti stressed the importance of consumer reporting, stating, "Reporting spam is very necessary because this is the important way by which the system comes to know of a spammer." Reporting through the app ensures action is taken against offenders.

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