Top Story


Home >> Media - TV >> Article

Shashi Sinha appointed BARC TechComm Chairman

Font Size   16
Shashi Sinha appointed BARC TechComm Chairman

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.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...