Thursday, 3 May 2018

‘BARC India is extremely transparent &neutral’: Broadcasting Industry

In the midst of allegations following the doubt of the Ministry of Information & Broadcasting (I&B) and its proposal to install chip in DTH STBs to get accurate TV viewership data, the broadcasting industry has reposed its faith on the Broadcast Audience Research Council India (BARC India), calling it transparent and neutral.

IBF President, Punit Goenka commented, “We take pride in saying that BARC India works in an extremely transparent and neutral environment. Its data adds immense value to industry, and we would encourage and support it to remain focused on the great work its team does, and not get detracted by false statements and unattributed innuendos. BARC India has established a measurement system at par with international standards, which should be a matter of pride for the industry.”

BARC India is a joint industry body, set up by Indian Broadcasting Foundation (IBF), Indian Society of Advertisers (ISA) and Advertising Agencies Association India (AAAI), adhering to Section 8 of the Companies Act. It is a debt funded company, and there is absolutely no Foreign Direct Investment in the company.

As per experts, as BARC is promoted by IBF, ISA and AAAI, it is neither owned by any broadcaster/advertiser/agency, nor controlled by any single company. Therefore, the question of undue influence of any single entity on BARC India’s operations simply does not arise. It has a strict governance structure as laid down in its Articles of Association, which ensures its “arm’s length” relationship with all stakeholders.

BARC India is also continuously adopting newer technologies to get more accurate data.

President of Advertising Agencies Association India (AAAI), and BARC India Chairman Nakul Chopra said, “BARC India is deeply aware of, and humbled by the trust of its data users. “


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