BARC India is slated to appoint Nielsen India and Gain Theory as Strategic Consultancy Service Providers confirm industry sources.
Sources familiar with this development and also closely involved in the decision making process have confirmed that Nielsen India and Gain Theory would soon be appointed to provide independent strategic consultancy to BARC India data subscribers.
It can be recalled that in November last year, BARC India had sought RFPs from experienced consultancy firms to meet this need gap. While the broadcast sector had expressed a need for such services, Ministry of I&B guidelines prohibit ratings agency from any direct consultancy or advisory role, on account of potential conflict of interest with its main goal of publishing TV ratings.
Nielsen India and Gain Theory have been chosen from a list of 20 that had responded to BARC India’s RFP, and BARC India is said to be currently in the process of inking these agreements.
Of the 20 companies that had applied, 6 were found eligible based on qualification norms in the RFP. The final two firms are said to be chosen by an Expert Committee drawn from industry representatives, through a screening process, on the basis of their pan-industry expertise and experience in delivery of such services and their team credibility and strength.
Weekly viewership data will continue to be delivered directly to subscribers via BARC India’s proprietary BMW system. However subscribers will now be able to choose from either of the two firms, for consultancy and advisory services based on analysis of viewership data , enabling them to effectively utilize, strategize and plan basis BARC India data.