BARC India plans expansion of metre homes to 44,000 by this FY

Religious most benefitted genre in Chrome DM week 28

MUMBAI: Rural India is getting in the limelight. TV ratings body BroadcastAuidence Research Council (BARC) is expanding metre homes to 44,000 by this financial year.

BARC India CEO Partho Dasgupta told to the Press Trust of India, " When we first started measuring TV viewership habits, 30 per cent of our sample TV homes were in rural India. This went up to 33 per cent when we expanded our metres to 33,000. This will further go up to 38 per cent, when we expand the metre homes to 44,000 by end of this financial year. This is a 153 per cent growth in the rural sample.”

In coming years it will have 55,000 TV homes. "With return path data (RPD), we plan to scale up this number to over 200,000," he said adding that RPD will also help to curb panel home tampering.

In 2015 BARC started to roll out the data, where it has seen that the TV viewership is highest among the youth (15-30 year) even in the digital age. It even tied up with Den Network and Airtel Digital TV for RPD and Dasgupta said it is in talks with all the other players.

The daily tune-ins on TV currently stands at 557 million and the daily average time spent per viewer watching TV is 3 hour 44 minutes.

The total TV viewership has gone up from 20.4 billion impressions to 28.3 billion impressions, up by 39 per cent.

Key Hindi genres like Hindi GEC, Hindi movies and Hindi news have gone up by six per cent, 87 per cent and 13 per cent respectively since 2015.

Viewership for English channels has also gone up from 115 million impressions to 122 million impressions, a growth of six per cent.

HD viewership has seen a 5.5 times growth in the last three years. Sports, that in 2015 contributed to 1.8 per cent to total TV viewership, has grown to three per cent in 2018.

In the sports genre, while cricket still remains the most popular on TV, viewership of local sport kabaddi has grown by 83 per cent.

"Also, trends like increase in temperature leads to drop in primetime viewership and total TV viewership in South spikes during festival holidays have come up," Dasgupta said.

Meanwhile BARC has also started measuring out of the home television which aims is to measure all the screens being used to consume content says Dasgupta.

It has recently started measuring OOH TV consumptions in Mumbai, Delhi and Bengaluru for restaurants, pubs and lounges.

This year BARC India is mainly focused on moving from being a mere data company to an insights company.

It is also preparing for its digital measurement service Ekam. "One reason it is taking longer than estimated to launch Ekam is that we are working to build that consensus to get all key stakeholders onboard and aligned to the building blocks of Ekam. This will ensure all-round acceptance of the data. We also underwent a similar journey before launching TV viewership measurement," added Dasgupta.

Latest Reads
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
DSPORT to telecast Afghanistan vs Ireland ICC cricket series in India

DSPORT, a premium sports channel of Discovery Communications, will broadcast LIVE the upcoming Afghanistan - Ireland ICC cricket series.

Television TV Channels Sports
News18 Network announces 2nd edition of rising india summit

With the theme ‘Beyond Politics: Defining National Priorities’, News18, India’s largest news network, is coming up with the second edition of its marquee thought-leadership initiative-News18 Rising India Summit 2019.

Television TV Channels News Broadcasting
MTV captivates Roadies’ fans with a thrilling stunt on a billboard

India’s No.1 Youth Brand, MTV continues to be the frontrunner in the category and has upped the ante with India’s first ever stunt on a billboard which was created on Saturday, 9th February.

Television TV Channels Music and Youth
Sony PIX brings to you ‘Hollywood’s Finest’ - the ultimate countdown to Oscars 2019

Ninety-one years of recognising and applauding the best of talent in the movie business, Oscars is the most looked forward to event in Hollywood.

Television TV Channels English Entertainment
The SPN National Inclusion Cup 2019 A CSR initiative of Sony Pictures Networks India

Sony Pictures Networks India (SPN), with a view to shape the future of the less privileged youth of the country, has associated with Slum Soccer to sponsor the ‘SPN National Inclusion Cup 2019’ for the third time in a row.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories