Govt pushes for adequate representation in BARC

MUMBAI: Don‘t mistake the alternative television ratings system to be under the total control of the private broadcasters, advertising agencies and the advertisers. The government is pushing for adequate representation inside BARC (Broadcast Audience Research Council), the new entity that will lay out the television audience measurement system in India.

BARC has been formed with the Indian Broadcasting Foundation (IBF) having a 60 per cent stake and the remaining 40 per cent being shared equally between the Advertising Agencies Association of India (AAAI) and the Indian Society of Advertisers (ISA).

Prasar Bharati, the public broadcaster, was to benefit from the formation of BARC as the TV ratings coverage would have spread across wider geographies. Now the government also wants DAVP (Directorate of Advertising and Publicity) , which channelises all advertising spends made by the government, to have some voice.

In a meeting on 4 September called by the government and attended by the IBF, the AAAI and the ISA members, the government has said that it wanted adequate representation. "The Information and Broadcasting ministry asked us what steps were being taken to include the Prasar Bharati and the DAVP (in BARC).They want adequate representation from Prasar Bharati and DAVP to have adequate representation in BARC to look after the Government‘s interest. We have heard the suggestions and will consider them," AAAI president and Leo Burnett chairman and CEO of India subcontinent Arvind Sharma told

The meeting was chaired by I&B ministry secretary Uday Kumar Verma.

The three bodies were also asked to nominate an advisory committee on BARC by the end of next week .

"The push has been to move BARC forward. The secretary has asked us (AAAI, IBF and ISA) to nominate a high powered committee whose role will be to guide and advise (on BARC) by the end of next week. We as BARC need to identify and concur on the names," said Sharma.

During the meeting, the secretary also referred to the Amit Mitra Committee report which suggested that statisticians, sociologists and demographers should form part of the technical committee.

Latest Reads
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories