Broadcast Audience Research Council (BARC), which will measure TV audience ratings, is going to be set up by industry representatives, broadcasters and advertisers.
The measure is taken to have a transparent TV audience measurement system and break the TAM monopoly. Three prominent bodies viz; Indian Broadcasting Foundation (IBF), Indian Society of Advertisers (ISA) and Advertising Agencies Association of India (AAAI), will held the equity of BARC. The stake of each body will be 60%, 20% and 20% respectively.
This is the first time that media industry representatives will be part of the audience rating body. BARC was a key recommendation of the Amit Mitra committee on TV audience measurement set up by the I&B ministry. A 10-member BARC board will soon be announced.
"Advertisers are always looking for transparent and robust research and in-depth insights into the rapidly changing television viewership landscape," ISA chairman Bharat V Patel said. AAAI President Nagesh Alai added, "A scientific and rational research methodology is the central thought behind BARC."
Currently, the TV audience is measured by TAM, but there has been some dissatisfaction in the government on the small sample size (of only about 6,000 set-top boxes used by TAM to extrapolate data for the entire country) and the omission of the terrestrial TV network from TAM data.
IBF Board Director Paritosh Joshi said, “the new body will bring about a transformation not just for ratings and audience measurement but for TV in India in general. The idea of a joint industry initiative for TV audience measurement has been with us for the last six years".
Commenting on the development, AAAI President Nagesh Alai said, "A scientific and rational research methodology is the central thought behind BARC and AAAI is happy to partner IBF and ISA in this endeavour."
April 22, 2013, 5:55 am UTC
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