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Is A Number Crunching Agency Needed?

by The Daily Eye Team February 21 2015, 3:00 pm Estimated Reading Time: 1 min, 19 secs

Vinta Nanda, Filmmaker-

Box office figures should be accurate. Yes, Bollywood should take help of agencies like Rentrak and the industry must stop fudging figures and misleading audiences by declaring films hits of flops through media to suit their own ends. But Rentrak alone, is not the answer. Today the audience is the biggest stakeholder in the business and it is beginning to lose faith in the very industry that it has helped grow for over a hundred years now. If the viewer’s stop investing in the business, as is obvious that they are pulling out by keeping away from theatres today, the industry is doomed. Through The Third Eye, the program which I run in partnership with USC, Los Angeles, we have long since been trying for the Bollywood film industry as well as the television industry to realise the potential it has of helping drive social indicators, that also have a direct impact on the economic growth of the country which in turn impact the growth of the media and entertainment industry. It is important for authentic numbers to be brought together with social research today, for us to measure the change we impact upon our societies through our cinema and television. We at The Third Eye have developed the tools to do that, and we welcome film and television producers, networks and studios, to work with us and bring more clarity to the process so that our consumers benefit and so that their investment in the business brings us further growth and profit

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