Industry gives mixed views on BARC India's decision to separate pay and FTA viewership

BARC believes that this move will enable focussed targeting.

MUMBAI: BARC India’s decision to split its reportage of pay and FTA viewership has received mixed reviews from the industry. While some believe that this will be beneficial to both broadcasters and advertisers in channelising their resources, others believe that it has no meaningful objective.

Welcoming the move by BARC India, Times Network president – strategy Vivek Srivastava said, “It aids both broadcaster and advertisers to better channelise their resources. Advertisers need audiences who can spend and there is no point paying for audiences who are on the free platform and don't have the propensity to consume. Advertisers wanting premium audiences, typically news and English, can now better optimise the price they pay to different platforms and not waste marketing monies on non-premium audience from free platforms. Consequently, broadcasters will also stop over-relying on one platform just to get numbers and premium content will get its due.”

From week 27 of 2019, BARC India decided to report viewership from free and pay platform separately. The new variables are offered over and above the current urban and rural cuts that are reported by BARC India. It is made available to all the subscribers for planning and analysis through its proprietary BARC Media Workstation Software and is also published on the website for select genres.

News Nation Network president - sales & marketing Abhay Ojha is of the view that the decision could be of benefit to all stakeholders. He said, “From a broadcaster’s perspective, we can better optimise our organisational resources towards strategising GRP requirements as per the revenue strategy of the network. Alternatively, a planner in an agency can further zero in on the quality of GRP required, depending upon their brand’s core competence and DPOs will get better clarity on ROI of paid and FTA channels. Therefore, holistically it’s a welcome move.”

On the other hand, Ojha noted that for Hindi news channels, it hardly mattered which platform was giving viewership, because national Hindi news channels are most widely distributed and are very dynamic, depending on everyday events. He further pointed out, “Most of the news channels are now being taken for frequency builders rather than reach builders, therefore the pie of revenue is mostly leftover after consumption on GEC, movies, niche, vernacular channels, etc.”

While announcing its move, BARC India CEO Partho Dasgupta had said, “There has been a strong demand from the market for separate reporting of viewership from homes with pay and free connection. We have taken the market feedback in consideration with the changes that have come about in the ecosystem post the implementation of the TRAI tariff order. We believe this move is a step in the right direction to empower the industry in understanding the distinct consumption patterns of this segment and plan more effectively.”

BARC believes that reporting viewership from pay and free platform separately would enable focussed targeting. Advertisers can plan more effectively by placing insertions on the channels available on their platforms in the respective regions. It will also enable the broadcasters to make more informed decisions related to content and distribution.

A broadcaster on the condition of anonymity said, “DD Free Dish has a presence across markets both in urban and rural and across demographics. Segregation of free and pay by a single platform will suit a few networks. It has no meaningful objective that will help the advertiser or broadcaster.”

Dentsu Network, SVP Mayank Bhatnagar said, “From a media planner’s view my audiences are watching a certain set of channels whether they are in pay or FTA platform. This will help us to look at data in a slightly different manner and we will get one more cut now because earlier there was only urban and rural now there are pay and FTA platforms also. It will impact the media planner’s life because they will continue to chase TG which is targeted. From a broadcaster’s point of view, it will give one more dimension in the data cuts to see how they are performing.”

He further said, “Lot of advertisers are looking at FTA channels and they are performing well. So if I have to do a relative comparison only on the pay platform, it will be easier for me to check which are performing well there and I can do a related shift. But otherwise, it’s not going to make any major changes.”

With time, the industry will be able to make better estimations as to the effectiveness of this move.

Latest Reads
Times Network reduces Mirror Now MRP, launches new bouquet for English movie channels at Rs 10

MUMBAI: Times Network has revised the MRP of Mirror Now and introduced a new bouquet of three channels Romedy Now, Movies Now and MNX at Rs 10. According to the new Reference Interconnect Offer (RIO), the broadcaster has reduced the MRP of news channel Mirror Now to Rs 0.5 from Rs 2.

Television TV Channels English Entertainment
COLORS Tamil extends fiction line-up from Monday to Saturda

On popular demand, COLORS Tamil has announced an extension in the telecast of its fiction line-up. Starting 17 August 2019, viewers can now catch their favorite show from Monday to Saturday, offering a perfect start to an entertaining weekend packed with action, drama and more.

Television TV Channels GECs
iTV Network appoints R K Arora as director - strategy and planning

Noida: In an announcement made on Friday by iTV Network, R K Arora joins as director - strategy and planning. Arora has a wealth of leadership experience of around two-and-a-half decades in the news broadcasting, spanning the entire spectrum from strategic vision and planning to execution. He has a...

Television TV Channels News Broadcasting
iTV Network gives additional charge to Varun Kohli, strengthens senior management team

MUMBAI: iTV Network on Friday announced strengthening its senior management team with CEO Varun Kohli being handed additional responsibility for print companies. Kohli is currently handling India News, NewsX, digital assets and is providing strategic direction, leading teams and strengthening...

Television TV Channels News Broadcasting
Announcement of Indian men's cricket team coach at 6PM today on Star Sports

Star Sports, India’s leading broadcaster and the ‘Home of Cricket’ to telecast the big and official announcement of the coach of the Indian Men’s Cricket Team today at 6PM on a special programming show ‘Follow the Blues LIVE’ on Star Sports 1 SD/HD. The segment on the show will witness the...

Television TV Channels Sports
Star India distributes eco-friendly flags on account of India's 73rd Independence Day!

In an encouraging and positive endeavour towards a greener India, Star India has distributed eco-friendly National flags which have been sourced from 21Fools. With a novelty in thought, these flags are made out of waste cotton and are embedded with marigold seeds.

Television TV Channels GECs
Shemaroo Entertainment brings devotees closer to Lalbaugcha Raja

Shemaroo Entertainment Limited, India’s leading content powerhouse, has acquired rights for the live feed of one of the most popular Ganpati Mandals of Maharashtra-“LALBAUGCHA RAJA” for Mobile apps, Internet and DTH platforms.

Television Production House Online Content
This Independence Day, Viacom18 celebrates many facets of freedom for Indians

India’s youngest and fastest growing media and entertainment network, Viacom18 celebrated the country’s 73rd Independence Day with a host of integrated campaigns that celebrated the spirit of today’s India and what independence means to its citizens.

Television TV Channels Viewership
Insight TV Announces Co-Production with VICE Studios for Streetkings in Jail

Insight TV, the world’s leading 4K UHD HDR broadcaster and producer of native UHD content, is announcing details of its gritty new series Streetkings in Jail, a co-production with VICE Studios, the production company from VICE. Featuring 4 x 44 minute episodes, Streetkings in Jail will launch on...

Television Production House Fiction

Sign up for our Newsletter

subscribe for latest stories