The Broadcast Audience Research Council (BARC) on Thursday called
for information on state-of-the art television audience measurement
from players across the globe, in a first step towards creating
India's own architecture for computing television viewership ratings.
BARC has issued a global Request for Information (RFI) to seek understanding
of the state-of-the art in the area of television audience measurement
research in particular and audience measurement research in more
a statement, BARC says the RFI seeks ideas, templates, experiences,
that will help BARC to blueprint the new television audience measurement
system. It has sought responses to a list of questions which respondents
may consider addressing as a part of their response to the RFI.
The responses have to be submitted to BARC by 5 February.
Goenka, chairman BARC and MD & CEO, ZEE, said, "BARC is
committed to building a Television Audience Measurement System that
becomes ipso facto the Gold Standard in its class worldwide. Given
that BARC addresses a population of over 1 billion, of which over
0.6 Billion have access to television in some form, I am confident
that BARC will settle for nothing less than being the best."
said respondents would also have to make a presentation, in addition
to providing their credentials, information on TV measurement markets
currently in their portfolio, their organisation structure, their
focus towards India and finally their experience with TV audience
Sinha, Chairman, Technical Committee of BARC and CEO-Lodestar UM
& CEO-IPG Mediabrands India said, "It is clear that legacy
architecture of the (audience measurement) system, that has evolved
incrementally, is now ready for seminal change. However, what is
not clear is the contours of the new system, which BARC aims to
various times, more than one vendor has attempted to provide audience
measurement but from 2002, TAM Media Research, India -- a joint
venture of Nielsen and Kantar, has been the de facto provider of
the measurement currency, being widely used by all stakeholder constituencies
for all commercial and marketing decision-making.
BARC Technical Committee members comprising Shashi Sinha (representing
Advertising Agencies Association of India), Paritosh Joshi, Principal,
Provocateur Advisory (representing Indian Broadcasting Foundation)
and Smita Bhosale, Head, CMI-Brand Building-South Asia, Hindustan
Unilever Ltd (representing Indian Society of Advertisers) would
evaluate the responses received.
Respondents will receive the Request for Proposal (RFP) after BARC
concludes its study of the responses received.
audience measurement in India has been around for nearly three decades.
Beginning with a simple diary based system in the early 1980s covering
Doordarshan, then the state-owned monopoly broadcaster, it evolved
parallel to the evolution of the Indian television market. By the
mid-1990s, it was already covering satellite television and in the
early part of this century, India was one of the earliest television
markets to have a pure Peoplemeter based system.
challenges for an audience measurement system in an era of digital
delivery of television channels brings in its wake a massive expansion
in choice of content coupled with accelerating adoption of new technologies
that are shifting consumption away from the fixed time chart (FTC);
and shifting it to personal digital appliances are altogether different
from the era when television meant living rooms, common choices
and shared family experience.
BARC said it understands that a good system rests as much on a sound
understanding of the footprint of the medium: the Establishment
Study; as it does on continuous tracking of viewing behaviour: the
Television Meter Panel.
is also aware of a number of technologies at varying stages of development
that promise non-intrusive or minimally intrusive viewership measurement.
BARC is also aware of developments in the area of integrated media
consumption metrics, e.g. IPA's Touchpoints 4 exercise scheduled
for next year.
these are of interest to the architecture of the future system in
India. BARC expects respondents to incorporate their own experiences
in these areas as items of emphasis in the response to this RFI,"
following are some of the areas BARC expects respondents to address:
In-house knowledge and experience in the Television and more broadly,
Media Audience Measurement space
Global best practices in a number of areas including
Vendor owned and managed vs. Joint Industry Body (JIB) or Joint
Industry Committee (JIC) owned and managed - Advantages and Disadvantages
System architecture- Establishment, Metering, other services
One vendor or many vendors
If multiple vendors, how scopes of work are clearly delineated
If multiple vendors, how accountability is clearly defined
Sampling design: How viewership volume, viewing intensity, audience
economic attractiveness and other factors are accommodated
Measuring viewing across multiple screens
Measuring viewing across individual, family and community settings
Familiarity with Ascription, Data Fusion and Data Synthesis in multimedia
Need for fusing consumption data from multiple media
How fused data are being introduced into commercial application
Typical relative error levels in measurement systems operating in
Levels considered generally acceptable for a robust Peoplemeter
Sampling designs that will ensure a systematically lower relative
Audit mechanisms typically put in place to ensure reportability
Keeping Panels representative of a fast changing Universe while
allowing for continuity of data reads without trend breaks.