BARC exhorts TRAI to strengthen existing TV audience measurement system

Arguing against multiple measurers, BARC advocates legal tweaks to fight data manipulations

MUMBAI: Broadcast Audience Research Council India (BARC), the country’s premier TV audience data measurer, has suggested to the Indian regulator Telecom Regulatory Authority of India (TRAI) that having more multiple measurement and ratings mechanisms may not be “advisable” and could create confusion. Instead, it was better to invest further in the existing currency with the goal to make it more robust.

“Having more than one ratings service/currency would not be in the interests of industry, and, hence is not desirable. Instead of increasing number of ratings agencies, it would be advisable to invest in the existing system and make it even more robust and accurate,” BARC India has said in its submission to a consultation paper on TV audience measurement overhaul  floated by the TRAI.

Making a case to further boost the functioning of BARC India, the organisation has said steps were needed to be taken to “increase the sample/panel through cost effective technologies” like sample return path data (SRPD).

“TV viewership measurement systems across most mature markets are carried out by a single agency. The existence of more than one rating agencies (and currency) will create confusion and will lead to inefficiency in the market. When there are more than one data sets for a same set of channels, it leads to ambiguity,” BARC India has argued.

TRAI had floated a consultation paper on ‘Review of Television Audience Measurement and Ratings in India’ on 3 December 2018 seeking feedback from stakeholders with a view to examine various aspects of the system, which is presently done by BARC India that is a joint venture amongst three industry organisations --- the Indian Broadcasting Foundation (IBF), Advertising Agencies Association of India (AAAI) and the Indian Society of Advertisers (ISA). The original deadline for making submissions was extended on request from the stakeholders.

Arguing against promoting more competition in the audience measurement eco-system, BARC India has cited international media reports relating to this particular issue in the Philippines.
“Philippines presents a typical example of confusion and ambiguity in market due to presence of more than one measurement agency. TV measurement in the Philippines is conducted by Kantar Media Philippines and AGB Nielsen Media Research Philippines. Data produced by the two companies are often used by competing channels to claim leadership,” BARC India has argued.

Pointing out that accuracy of data can be ensured through larger panel that can, inter alia, be sustained by industry, BARC India has tried to put things in context by highlighting the US TV industry sustains a panel of 108900 individuals with a TV adex of $68 billion, while in India BARC India “runs a panel of 135,000 individuals with adex of approximately $4 billion”.

However, for a more robust system to be in place, which will also strengthen BARC India, the organisation has said “regulatory and government support” was essential and the support should involve “mandating digital platform operators (DTH and cable), as well as TV OEM manufacturers (of smart TV sets), to share return path data from samples to measurement provider”.

“To make data more accurate, there are steps required that go beyond the remit and domain of BARC. Legal and punitive framework to weed out panel tampering will go a long way in building further acceptance of our data,” BARC India has stated, reiterating its position on been backed by some legal teeth to fight attempts of data infiltrations and manipulation.

While admitting that a high-tech landscape like audience measurement needed to constantly evolve as newer consumption and distribution modes and technologies were emerging (for example, digital consumption, proliferation of OTT platforms, etc), BARC India has made it clear it was exploring SRPD, second generation metre with newer detection techniques, and other technological solutions for TV measurement.

“BARC India has also made progress in building capability to measure digital consumption with the goal of providing industry with cross platform and cross device video consumption: linear and time shifted, broadcast and digital. We have a strong foundation, established credibility and necessary transparency and accountability framework on which we can build further with emerging and suitable technologies,” the measurement organisation stated.

Latest Reads
Star India's Preeti Puri Sharma steps down as vice president PR

Star India’s Preeti Puri Sharma has put in her papers, has learnt. Friday will be her last day at the company, wrapping up a six-year association. At Star India, Preeti was responsible for the development and delivery of strategic communication plans, managing the external...

Television TV Channels Viewership
Catch these Emmy Award Nominated shows on Hotstar Premium

MUMBAI: The best and the most revered have been spoken for! The 71st Emmy Awards Nominations have just been announced. New faces and a fresh group of shows were prominently recognized in the nominations, together with acclaimed, veteran television programs. Game of Thrones secured 32 nominations,...

Television TV Shows Awards
Trick Or Treat with Slappy’s bag of evil as &flix premiers Goosebumps 2: Haunted Halloween

MUMBAI: Pumpkin headed scarecrows, giant spiders made of balloons, witches with glowing heads and Halloween lanterns are all set to come alive this July, as Slappy is back to wreck more havoc on Halloween. Premiering this month, as part of Flix First Premiere on &flix is “Goosebumps 2: Haunted...

Television TV Channels Factual @ Discovery
TV18 Broadcast appoints Renuka Ramnath as additional director

MUMBAI: TV18 Broadcast Ltd has appointed Renuka Ramnath as an additional director of the company with effect from 16 July. Ramnath who is designated as independent director, has been appointed for five years.

Television TV Channels People
COLORS Bangla launches new family game show Adal Badal

MUMBAI: Philosopher Swami Vivekananda once said, ‘Take risks: if you win, you will be happy; if you lose, you will be wise. Making the process of risk-taking fun for everyone, Colors Bangla brings to its viewers a family game-show like none other – Adal Badal presented by Raja Biscuits. Giving...

Television TV Channels Regional
Hrithik Roshan gives a message to children through Little Singham

MUMBAI: Famous toon character Little Singham, who has inspired millions of children across the country with his deeds of bravery received a lesson of Mathematics from superstar Hrithik Roshan.  This was superstar Hrithik Roshan’s way of giving a message to children nationally.  Discovery Kids is...

Television TV Channels Kids
ALTBalaji partners with sheroes, engages deeper with women content consumers

ALTBalaji, India’s leading homegrown OTT platform, has partnered with women-only social network SHEROES, to grow its engagement with women content consumers who form 55% of its viewership. The OTT platform has always portrayed strong empowered women with female protagonists breaking barriers and...

Television TV Channels Viewership
Discovery India announces new organisational structure

Discovery Communications India has made organizational changes which will help intensify focus in key strategic areas. The erstwhile division of roles basis mass and premium networks has been done away with; the new structure has distinct verticals for content development and marketing to drive...

Television TV Channels GECs
Election ads, growth in subscriber revenue propel TV18 growth in Q1 FY20

Election advertising and a strong growth in subscription revenue post the implementation of the new tariff order (NTO) has propelled the revenue growth of TV18 in Q1 FY20. The company has witnessed around 10 per cent Y-o-Y revenue growth in the first quarter of FY20.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories