DELHI: The petition filed by NDTV against TAM in New York
may force the Government to speed up BARC's progress on revamping
the television audience measurement system, particulary since
the Indian Broadcasting Foundation (IBF) has failed to do
fact, the Government had expressed its concern to IBF officials
over a month earlier about the delay in moving the Broadcast
Audience Research Council (BARC) forward so that the first
audience survey report could come by July next year.
a meeting held at the initiative of the Information and Broadcasting
Ministry a few weeks earlier, Additional Secretary Rajiv Takru
had told IBF that the government may step in to ensure that
the timeline is met.
IBF had taken cognizance of the Committee headed by former
Secretary General of the Federation of Indian Chambers of
Commerce and Industry (FICCI) Amit Mitra on TRP ratings.
Committee had said though self-regulation is the best way
forward for the broadcasting industry, it expressed "the
fear that in case significant progress is not made within
defined timelines, the Government may be left with no option
but to step in, primarily because of the nature of public
concerns that have been raised and debated across many platforms".
IBF, the Indian Society of Advertisers (ISA) and Advertising
Agencies Association of India (AAAI) had late last year set
up BARC, a nationwide audience research joint body. Its primary
aim: not to exclude or work outside TAM but to model itself
like BARB (Broadcasters Audience Research Board) in
the UK; it would not conduct audience measurement directly
but commission it.
last week, NDTV filed the lawsuit in New York seeking injunction
against publication of television ratings by TAM Media Research.
NDTV also sought $810 million as compensation for the loss
in revenues it suffered over the years and $580 million in
penalty for negligence by Nielsen and Kantar officials.
sues TAM, Nielsen for manipulation of data