Is BARC all set for broadcasters and media agencies in Kolkata?

KOLKATA: While Broadcast Audience Research Council (BARC) seems all set to formally launch its much-awaited television audience measurement system in phase wise manner starting April, broadcasters and media agencies have begun to pull out from TAM India. If industry sources are to be believed, broadcasters like Star, Zee, Discovery, Star Sports, India TV and NDTV have already sent their termination notices to TAM.

Regional media broadcasters specifically in West Bengal, however, have their own viewpoints. In Kolkata, broadcasters and media agencies expect to get a fair report with the introduction of BARC’s new TV ratings measurement system.

At a time when agencies and broadcasters in Mumbai have already sent letters to TAM informing them that they are either not extending their subscription after 31 March, 2015 (in case their current subscription is expiring on that date) or terminating their subscription with the stipulated one-month notice period (in case their subscription runs till 31 December, 2015), Kolkata-based agencies and broadcasters have not yet got any detailed report on the pricing and policies of BARC.

“BARC authorities came to Kolkata for one road show and with the lack of interest shown from people here and the absence of proper feedback, it hasn’t taken much initiative in Kolkata,” a city-based advertising agency executive said on condition of anonymity.

Zee Entertainment Enterprises controlled 24x7 Bengali news channel 24 Ghanta will pull out from TAM along with the network’s others channels, said an executive from 24 Ghanta, adding that almost all channels in India are likely to do that. “With the arrival of BARC, it would make an even equation for all the stakeholders,” the channel executive added.

When queried about the expectations from BARC, the executive said, “No tampering is possible as BARC will provide a wider audience reach. We also expect scientific and more detailed findings from untapped rural areas.”

On the other hand, Aakash Aath director Eshita Surana said, “We have yet not decided, whether we will continue with TAM or no. We have not yet got the pricing policy from BARC.”

However, Surana went on to add that the company has high hopes from BARC.

On the initiatives being taken to establish strong communication, BARC CEO Partho Dasgupta said, "We have been constantly communicating through our newsletters, press interactions. website, twitter, roadshows and meetings. Pricing model details are on the website and all CEOs who watermarked the channels have been written to individually."

BARC, in the past three weeks, has been seeing an increasing rush from smaller broadcasters, both national and regional, who are now getting watermarked.  

Speaking about expectation from BARC, a Kolkata-based GEC executive said that BARC’s report will at least not bring Kolkata TV’s teleshopping show in the top 20 programme list.

Moreover, the number of peoplemeters that TAM had installed was 10,000 whereas BARC will be starting with 20,000 and then plans to gradually scale up the number by 10,000. “This will ensure more representation and data from these peoplemeters that will enable a more accurate understanding of stickiness, preference and even demography of every segment of viewers. BARC will even provide zip-code wise data on ratings, which will help advertisers in choosing the right TV channels to reach out to their TG,” brand and communications expert Mahul Brahma added.

A media buying executive said that all stakeholders, including the media agencies, have invested in the new BARC system, and it is natural that all should move to this audience measurement system. “BARC is a joint industry body, and we are part of the industry. We believe that BARC will have a more accurate and better measurement. Our preference would be to go with the measurement which is more robust, transparent and accurate,” he said.

Latest Reads
NewsX special weekend shows – 23rd & 24th february

This weekend on NewsX, India’s leading English news channel, NewsX The Sunday Guardian-The Roundtable will cover the key issues before the 2019 general elections

Television TV Channels News Broadcasting
History TV18 set to premiere new unscripted series ‘Road Hauks’

History TV18 has planned to come up with a new unscripted series Road Hauks, taking the inspiration from American designs, which will be premiering on 23 February at 6 pm.

Television TV Channels Specialised and Niche
Johnny Lever to judge the comedy show ‘Ek Tappa Out’ on STAR PRAVAH

Johnny Lever to judge the comedy show ‘Ek Tappa Out’ on STAR PRAVAH.

Television TV Channels GECs
BARC exhorts TRAI to strengthen existing TV audience measurement system

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....

Television TV Channels Viewership
Most watched Hindi news channels in 2018

News is event driven – that is a fact that is known and repeated a dozen times and more by all publications, newsletters, and whatnots.  As per a Broadcast Audience Research Council of India (BARC) report presented at FICCI-Frames 2018, Hindi content still rules the Indian television landscape in...

Television TV Channels Viewership
Big Synergy appoints Simmi Karna to produce fiction series for OTT, TV

Anil D Ambani-owned Reliance Entertainment's Big Synergy, a content creation and production company, is powering its fiction content team and has appointed Simmi Karna to produce fiction series for OTT and broadcasters.

Television Production House Fiction
An afternoon of Food, Family and Fun - COLORS’ presents ‘Kitchen Champion’

A culinary experience like no other, COLORS is here to take viewers on a flavourful journey through its newest offering in the afternoon slot, ‘Kitchen Champion.

Television TV Channels GECs
&TV’s Paramavatar Shri Krishna stands tall at Kumbh Mela 2019

Celebrating the spirit of the Hindu legends and the holy river of the Ganges, the ongoing Ardh Kumbh at Prayagraj is seeing over millions of pilgrims currently.

Television TV Channels GECs
GEC, regional channels' viewership to dip further this year due to IPL, Elections

This summer, India is set to witness two major events, the Indian Premier League (IPL) and the much awaited General Elections, clash for votes and viewership. For the broadcast industry, those with general entertainment channels (GECs) are likely to see even further dip in eyeballs because of this.

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories