FICCI FRAMES 2016: Updates: Lord of the Ratings- The BARC order

Stay tuned: Indiantelevision.com brings live realtime updates from FICCI Frames; power-packed session Lord of the Ratings- The BARC Order.
The session features industry leaders from the Broadcasting and Advertising sectors who will share their experience of using the new ratings system, and also debate ways to make more intelligent reading of this vast data. 
Moderator: Paritosh Joshi, CEO, India TV

Panelists: Partho Dasgupta, CEO, BARC

Raj Nayak, CEO, Colors

Shashi Sinha, CEO, IPG Mediabrands

Hitesh Chawla

Paritosh gets the session up and rolling. 
Nowhere in the world an effort like BARC has been put off Shashi Sinha makes the initital remarks..
Paritosh shoots a question on volatilty...... "In response to Paritosh?s questions of BARC data being volatile, Partho says, ?Things are rapidly changing and in this scenario, things are meant to be volatile.?
Raj as always with smiles on his face yes and no to Partho's answer, "The volatility comes not from GECs but mostly from the niche channels."  

Discussion heats up, Paritosh asks Partho if he acknowledges the fact that the data is erroneous: he says in reply: ?Relative errors are a part of statistics and this is sampling which has cost implications.?

Raj cuts in: ?We are measuring content not viewership. There is no dichotomy. You may not mix and match every platform but the measurement is there."

Raj bats for Partho, jokes and says, ?Partho?s position is the most amiable one. He is like the Election Commissioner of India.?

Paritosh now throws one more googly towards Partho and he being a batsman with supreme temperament bats it with cool, calm and content. What happens when tempering is attempted?

You can monetise what you can measure Paritosh's question on the relationship between measurement and monetisation spurs up a new debate. Seperate rural and urban monetisation, ?Digital can be monetised, we launched VOOT two days back. We are content creator and we will bundle ourselves and rake as much as possible. I am even of the opinion that rural and urban should be sold separately why should we have same selling if there are different measurement available? says Raj.

Shashi Sinha has the mike: ?Our game plan is to get all guys aligned and for user everything will be integrated.?

Hitesh shares his experience and mentions that the ?economics does make a sense? in his line of business, which is solely data oriented.

?Around the world, in terms of scale, we have the larger sample in the world. We also have the least advertising revenue?, Partho.

Shashi cuts in, ?Don?t walk into the trap. Technology has been an issue. Globally technology is cheaper. We have to ramp up. The idea is to enter the home and capture data.?

Finally the wait is over Shashi Sinha goes to the remark made by the Minister of Telecom Ravi Shankar Prasad. Just to remind readers the Minister said "India needs a better rating system." Shashi' finds the statement 'intriguing' "They are not happy with data. Government was involved in the process from the very begining. Hence we were a little intrigued with the comments made." 

After seperate rural-urban selling proposition Raj now hits another nail with a valid point, "BARC's work is to roll out data, now to say which channel is number one or two. I strongly feel FTA channels and pay channels should be rated seperately." 

Such exquisite measurement body but is it really helping you monetise better Raj asks Paritosh, ?Measurement system for that, broadcasters need to be blamed for this. But I think as media evolves the ad revenue will also increase. For  me what is the most important avenue for revenue and that is separate rural and urban separate monetisation,? "though Shashi may not happy with that but that's what I feel" replies Raj

Paritosh thanks the packed house, round of applause and the sessions marks its conclusion.

Thanks a lot stay tuned for more live updates.

Let us know your feedback with a tweet @ITVNewz  

?What we do is we see the data in the backend, first we check if there is a content reason for the change in behaviour, but if content is not the reason we with our three vigilance to check the ground issues and once we get a clear scenario get the hard evidence we quarantine the houses.?

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