CQ- BARC is still a dream

The delivery of Broadcast Audience Research Council’s (BARC) is still requires few months to come into function, if we believed Punit Goenka, Chairman BARC.

 At a recent meet with press, Goenka showed concerns on the time the new rating system will start operating. 

“Everyone is aware of the issue with Indian Readership Survey (IRS) and unless that gets sorted how can we roll out our process,” said Goenka, when quizzed if the launch time for BARC was on schedule. “There would be a delay,” he added.

A committee member, without commenting on Goenka’s concerns, said that the IRS issue is sub judice and hence cannot share data with BARC. “If data isn’t shared with us, how are we going to design the panel?” he questioned. However, he soon highlighted on the fact that the current issue is with the survey done for national publishers and it shouldn’t impact any survey/data needed for television.

Early this year, in January, BARC had signed a contract with Médiamétrie for a 1+5 year term. The French audience measurement system will be providing the audio watermarking technology to BARC to monitor TV consumption through its 20,000 strong panel.

The funding to put up the new system in place has been divided as follows: 60 per cent Indian Broadcasting Foundation (IBF), 20 per cent ISA and 20 per cent Indian Advertisers Agencies Association of India (AAAI).

Source: http://cablequest.org/news/national-news/item/4875-cq-barc-is-still-a-dream.html
Source: http://cablequest.org/news/national-news/item/4875-cq-barc-is-still-a-dream.html