BARC sets a deadline for IRS

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By indiantelevision.com Team Posted on : 22 May 2014 07:05 pm

MUMBAI: Last week, indiantelevision.com had reported that there is difference of opinion within the Broadcast Audience Research Council (BARC) regarding its rollout date.
 
While BARC’s chairman Punit Goenka, in a recent press meet, had raised concerns that there might be a delay because of delay in data to be delivered by Indian Readership Survey (IRS)  there were others who believed that a solution will be found on the matter and the procedure will be right on track.
 
As per industry sources, the concerned bodies and officials met early this week to take a stance on the matter.
 
Last year, when the all-new IRS mandated by Readership Studies Council of India (RSCI) and Media Research Users Council (MRUC) released study for print readership, it found itself in a soup.  Publishers rejected the survey as it had anomalies.
 
The study was rolled back and is now under-validation. Hence, a question mark on IRS sharing its data with BARC.
 
 “Yes, there were concerns regarding IRS sharing the establishment data needed by BARC to start its next phase to be able to start the roll out by 1 October as said by the council earlier. If by any chance, the data is not shared on time, it will have repercussions even postponing the roll out to next year,” informs an industry source.
 
He further says that everyone is talking about the matter being sub judice and hence, IRS cannot share data is nothing but an excuse. “One mustn’t forget that the Bombay High Court had allowed media houses and agencies to use the IRS report 2013 for marketing and media planning purposes on the petition filed by HT Media (HTML). So, IRS cannot deny sharing any data,” adds the source.
 
Another industry source says that BARC was left with no option but to take a strong stand on the matter. “A strong stand was needed,” says the source.
 
As per industry sources, the concerned stakeholders have given IRS an ultimatum. The council has tightened its rope and wants IRS to give the data at the earliest. “In a couple of days data should be handed over,” concludes the source.

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