BARC (Broadcast Audience Research Council) has taken one more step in the right direction and has begun putting together its technical committee, also called the TechComm. BARC has appointed Shashi Sinha, CEO, IPG Mediabrands India as the Chairman of the TechComm. Also appointed on the committee are Paritosh Joshi, who is involved with industry research endeavours such as the RSCI (Readership Studies Council of India) and consults with India TV and Smita Bhosale from Hindustan Unilever.
Confirming the development to exchange4media, Punit Goenka, MD and CEO, Zee Entertainment Enterprises and BARC’s Chairman further informed that the technical committee would now present the way forward to the board. “We will examine their recommendations and then take that forward,” Goenka said.
Formation of the TechComm is one of the most important steps for BARC to establish itself, as it would define the mechanism and outline the expectations of the second generation of television ratings that BARC intends to put forward for the Indian media and advertising industry.
BARC has taken several steps in the year that played a significant part in moving forward with the BARC proposition in India. From the looks of the TechComm formation now, the year 2013 may finally see BARC become operational in its true sense in India.
As is known, BARC consists of members from IBF (Indian Broadcasting Foundation), ISA (Indian Society of Advertisers) and AAAI (Advertising Agencies Association of India), with IBF holding the major stake.