In the year 2010, a major television corporation has argued the accuracy of the rating system to the point where a new rating company has to take over. Till this day, there’s still no difference in the rating results.
Until now, Prawit Maleenont, the Executive Manager of channel 3, whom have suffered from constant issues with the rating system has almost had it. The Executive can no longer put up with the rating results that seem to be hurtful to his eyes. In the past 9-10 years, Prawit has been suffering from issues with the rating system.
Prawit revealed the problems with the rating from his channel have been ongoing for a long time. He has found that most of his channel’s popular lakorns received far less rating than lakorns from the competitor’s channel. Some lakorns received a much lower rating to the point where it is almost impossible for it to be true.
“In the past I have been very content with the lakorns, some of them get the rating, but some don’t. But if you really look into it you will realize that most lakorns are getting really good feedback, whether it’s ‘Wanida’, ‘Rabum Doung Dao’, ‘4 Huajai Koon Kao’ etc etc. However, it terms of rating, these lakorns are not doing very well compared to the results from the competitor’s channel. But we believe that our lakorn’s popularity is much better. This is what inspired us to create more lakorns”
However, Prawit revealed the numbers in the rating bears no direct impact on their advertising income. The channel is still receiving growth of 12-13% in advertising each year.
Although in the end, the rating is still something that the channel needs to consider. The means of measuring television ratings in Thailand has had a major change once before, but still the change did not bring on the accuracy of the rating.
As an example, Prawit used channel 3’s recent lakorn ‘Mongkuth Dok Som’ by Braodcast Television which aired on Wednesday & Thursday night. This lakorn received a rating of only 3-4, when the lakorn’s popularity is quite good.
In the latest news, Broadcast television has conducted a Survey with Thamasart University to measure the popularity of ‘Mongkut Dok Som’ from 23/12/10 – 13/01/11 through a survey with 2,300 households, covering Bangkok, Chieng Mai, Kon Kaen and Ayuthaya. The survey discovered that over 50% are viewers of channel 3 lakorns. The result of the survey is heading in the complete opposite direction of the rating result for channel 3 lakorns.
With this result in their hands, channel 3 is re-evaluating the ways in which the rating system is calculated. Prawit revealed he will have to look at the matter very closely, he might even hire another company or an organisation to prepare a rating comparison to the current rating system. They might even have to cease the service of the current company responsible for proving the rating and hire a new company, as they have done last year. Because channel 3 believed that the current rating results are not accurate.
Source via Matichon/Entertain Teenee