The broadcasters stakeholders feel that the Broadcasters Audience Research Council’s (BARC India)’s willingness to work with distribution platform operators (DPOs) on return path data (RPD) will be good for expanding the panel size, and making the viewership data more robust, as well as giving better representation to niche genres.
Zee Unimedia COO Ashish Sehgal said, it will really help, particularly English channels.
He added: “To boost the panel sample from 30,000 to 1.5-2 lakh homes, BARC is tying up with DEN to start with to provide RPD. Going forward, other DTH operators would also be roped in. This would help give better viewership insights across genres, especially Niche and English which is suffering today.”
As a matter of fact, BARC India plans to fuse household viewership data from different DPOs with its in-house TV viewership data. This will allow better representation of actual viewing habits.
Experts feel that the RPDwill also make it difficult to indulge in panel tampering due to the sheer size of the panel homes, which will run into lakhs.Panel tampering can have a big impact on the viewership data if the panel size is small. However, a larger panel size will neutralize any effort to tamper with the panel homes.
At present, BARC India has a panel home size of 30,000. It is planning to take this to 40,000 panel homes in 2018.Through partnerships with DPOs, the council is planning to up its panel size substantially to 1.5-2 lakh homes. RPD will help BARC to increase the panel size without burning too much cash.
The ministry of information and broadcasting (MIB) in its TV rating agency guidelines had mandated a panel size of 50,000, RPD will help BARC to exceed that number by a huge margin.
IndiaCast Media CEO Anuj Gandhi said RPD will help the industry move from CPRP to CPT as more accountability in the system will help grow the ad revenue.He noted that RPD will allow broadcasters to know what is being watched and what isn’t. “You will know which content works and what doesn’t. International players have this and they know the value of it.”
According to ABP News Network COO Avinash Pandey, “RPD will make the BARC data more robust. If more distribution platforms share the data the better it will be for the industry. It works well for the MSOs also because they would also get to know the consumption patterns of their subscribers.”
He added: “To boost the panel sample from 30,000 to 1.5-2 lakh homes, BARC is tying up with DEN to start with to provide RPD. Going forward, other DTH operators would also be roped in. This would help give better viewership insights across genres, especially Niche and English which is suffering today.”
As a matter of fact, BARC India plans to fuse household viewership data from different DPOs with its in-house TV viewership data. This will allow better representation of actual viewing habits.
Experts feel that the RPDwill also make it difficult to indulge in panel tampering due to the sheer size of the panel homes, which will run into lakhs.Panel tampering can have a big impact on the viewership data if the panel size is small. However, a larger panel size will neutralize any effort to tamper with the panel homes.
At present, BARC India has a panel home size of 30,000. It is planning to take this to 40,000 panel homes in 2018.Through partnerships with DPOs, the council is planning to up its panel size substantially to 1.5-2 lakh homes. RPD will help BARC to increase the panel size without burning too much cash.
The ministry of information and broadcasting (MIB) in its TV rating agency guidelines had mandated a panel size of 50,000, RPD will help BARC to exceed that number by a huge margin.
IndiaCast Media CEO Anuj Gandhi said RPD will help the industry move from CPRP to CPT as more accountability in the system will help grow the ad revenue.He noted that RPD will allow broadcasters to know what is being watched and what isn’t. “You will know which content works and what doesn’t. International players have this and they know the value of it.”
According to ABP News Network COO Avinash Pandey, “RPD will make the BARC data more robust. If more distribution platforms share the data the better it will be for the industry. It works well for the MSOs also because they would also get to know the consumption patterns of their subscribers.”
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