MAM

BARC assures that its TV rating system will be credible

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2014/01/25/barc.jpg?itok=72tuixkq

MUMBAI: Television ratings agencies seem to be the flavour of the season. On the one hand, Kantar Research, one of TAM Media's major shareholders, has moved the Delhi HC against the Union Government’s new guidelines on cross holding restrictions. While on the other, up-and-coming ratings agency Broadcaster Audience Research Council (BARC), slated for a 1 October launch, has announced a tieup with France-based Mediametrie for technology services and licensing of a TV metering system.

BARC CEO Partho Dasgupta and BARC Technology Committee member Paritosh Joshi spoke to CNBC TV18 about what to expect in the new set up.

“The ratings agency is the one which will own the data and put it out - which is BARC in our case. So there will be ways of getting the information such as technology, panel etc. but it will all be owned and put out by BARC,” said Dasgupta, implying that the final agency will have to be free of cross ownership although its suppliers could have any type of ownership.

Joshi revealed that  two big chunks of work had already been completed - that is assessing panel homes and technology within them. “The panel will emerge out of the Indian Readership Survey (IRS), which is out now. The people meter devices will be built on retail hardware that can be bought from Mumbai’s Lamington road and not proprietary equipment. Now, we only need a panel management agency,” said he, pointing out they had already received offers for the same.

Asked about the credibility of BARC, Dasgupta said they have an adequate system in place. “We have broken the piece up into panel management people, who know homes but don’t have the visibility of data that comes through GSM lines straight to our servers. We have technology people, who have visibility to data but they don’t know the homes, just the ID. What we are trying to achieve is that the right hand does not know what the left hand is doing. From the integrity point of view, we are not taking any chance,” he clarified.

However, BARC has not yet got a system to address the issues of niche channels. “The World over niche channels have not been measured like we do it here. But we may do it differently,” said Dasgupta ambiguously in the interview to CNBC TV18.

As things stand, the industry has been yelping and running for cover fearing  a ratings’ blackout. But Information and Broadcasting Minister Manish Tewari says that a ratings-dark period should not be a cause for alarm. 

“This isn’t the first time that ratings have been suspended. Even before, it has happened because the industry wanted it,” said the minister candidly when probed on this during an interview to CNBC TV 18.

He pointed out that one of the main reasons for digitisation was to reduce dependency on advertising revenue and increase subscription revenue. “With the technology now, the STBs have the capability. A little engineering is needed and then you can reach 15 crore homes by putting a small chip that will let you know who is watching what in real time; be it satellite, IPTV, DTH or terrestrial,” he informed.

Tewari was also critical  of the way TAM has been operating. “The way the arrangement was working - where you are the advertiser as well as the broadcaster and you are also taking out ratings. This conflict needed to be addressed,” he stressed.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/click.jpg?itok=nh5Qywq7
Optiminastic Media launches digital influencer marketing platform Click2Collab

Digital marketing agency Optiminastic Media has announced the launch of Click2Collab, a tech-based influencer marketing platform.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/dentsu-x-logo.jpg?itok=cQxfymlK
dentsu X recognised as Indian agency with ‘highest quali-points growth over 3 years’: RECMA

RECMA, the independent research firm that evaluates media agencies, has recognised dentsu X, the media agency from the house of dentsu India, as the Indian agency with the highest quali-points growth over three years.

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/zebpay.jpg?itok=KHFeyN6g
ZebPay appoints Tarun Jain as chief financial officer

Mumbai: Homegrown crypto-asset exchange ZebPay has announced the appointment of Tarun Jain as its chief financial officer (CFO). In this role, Jain will shape the strategic and long-term financial direction of ZebPay’s business. He will work closely with the leadership team to scale the...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/vector-team.jpg?itok=HDSRHAG0
Vector Brand Solutions announces its operating leadership team

MUMBAI : Vector Brand Solutions on Tuesday announced its operating leadership and appointed Tushar Bhatia, Ripanka Kalita and Mandar Gore to lead business, creative and strategy respectively.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/hrithik_roshan-flamingo.jpg?itok=uwMFg2Zq
Flamingo launches new ad campaign with Hrithik Roshan

Mumbai: Flamingo, the flagship consumer healthcare brand of Ascent Meditech has kickstarted a 360-degree campaign with actor Hrithik Roshan. The brand has launched three TVCs, with each TVC showcasing brand partner Hrithik Roshan using one of Flamingo's hero products – Heat Belt, Knee Cap and...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/tute.jpg?itok=PzLSO3q7
Tute Consult partners with health & glow to lead its communications mandate

Health & glow, a homegrown beauty and personal care destination has appointed Tute Consult, an integrated communications firm as its communication partner for driving a two-fold communications strategy for B2C and B2B stakeholders.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/anushka.jpg?itok=vBrVjfDU
Anushka Sharma features in Rajnigandha Pearls’ latest TVC

Rajnigandha Pearls, a DS Group brand has launched its new TV ad campaign featuring its brand ambassador and Bollywood star Anushka Sharma. The film has been directed by Prashant Madan and produced by Show and Tell Productions Pvt Ltd.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/dnyaneshwar.jpg?itok=pcMo0MM5
Anand Gandhi's brand film for Vicks wins big at Creative Circle Gong Awards, Singapore

After a hiatus in 2020, the Creative Circle returned with the annual Gong Awards to celebrate creative excellence in advertising. The event held on Sunday in Singapore had set this year’s theme as Create/Change.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/srinivas.jpg?itok=EZe8Sgyn
H+K India onboards Srinivas Vunnava as director of public affairs & gov relations

Mumbai: Public relations firm Hill+Knowlton Strategies (H+K) has strengthened its leadership in India by appointing Srinivas (Srini) Vunnava as director of public affairs and government relations. With over 15 years of experience, Vunnava brings in-depth expertise within the intersection of market...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required