The Joint Industry Body (JIB), which was a combination of members of the Indian Society of Advertisers (ISA), Advertising Agencies Association of India (AAAI) and the Indian Broadcast Federation (IBF), has dissolved. In its place, the industry members have united to create the Broadcast Audience Research Council (BARC). This body, which is an Article 25 company of the Company’s Act, would be officially constituted in a couple of months. Pradeep Guha is the Chairman designate of BARC.
This body will also have a Technical Committee in its fold. Vikram Sakhuja, COO, GroupM South Asia, is the Chairman of this committee. The board of this Council comprises four members each from IBF, ISA and AAAI. The IBF members with the inclusion of Pradeep Guha are STAR India’s Paritosh Joshi, India TV’s Chintamani Rao and SET India’s Rohit Gupta. The four ISA members are Bharat Patel, Jagdish Chopra, Kurush Grant (ITC) and Nitin Paranjapee. The AAAI members are Madison Communication’s Sam Balsara, Mudra’s Madhukar Kamath, Lintas Media Group’s Lynn de Souza and Lodestar Universal’s Shashi Sinha.
This Council is on the lines of the Australia-based OZTAM or the UK-based BARB. The formation of a global model was seen necessary because in JIB, the industry had an informal body, which, these members opined, was not making the relevant difference to media research in the country.