Broadcast Ratings System in Sri Lanka: Issues and Implications G.T. Madhubhashini* Department of Social Studies, The Open University of Sri Lanka, Nugegoda, Sri Lanka *Corresponding author: Email:
[email protected] 1 INTRODUCTION The media is one of the faster growing channels, 20 television channels and 200 industries in the world today. People today newspapers in all three languages. Two can access varied media content anytime market research companies only operate and from a multitude of platforms such as audience rating systems on radio and radio and TV sets, Smartphones, television broadcasting in Sri Lanka, computers etc. Having more pathways namely, Lanka Market Research Bureau available to more users than ever before (Pvt) Limited (LMRB), and Survey has drawn a greater number of advertisers, Research Lanka (Pvt) Limited (SRL). The marketing professionals, brand managers ratings data has a disproportionately high and media buying companies to the level of control over the economic industry. Way (2014) notes that these viability of broadcast stations, as well as professionals need media consumption on their programme scheduling decisions details to understand the audience and content creation action. behavior patterns. Once they understand audience behavior and preferences The ratings are used by corporate through the ratings, media owners, advertisers to determine much of their managers and content creators can advertising spending in the broadcast optimize their programming and also sell media. Naturally, all advertisers like to be advertising space/time more efficiently. associated with programming belts and content types that attract a greater The ratings data is used by media buyers, audience as evidenced by the ratings.