Given the current dynamic scenario, wherein the Ministry of Information and Broadcasting (MIB) has cracked its whip on TV ratings and TAM with its new guidelines, the operations of the Broadcast Audience Research Council (BARC), which are slated to commence from October 2014, have attained heightened importance.
exchange4media spoke to Punit Goenka on the current status of BARC.
Goenka shared, “The establishment survey has been completed and technical committee is happy with the outcome of the technical survey, and the meter will be produced by a vendor based in India.”
When asked what if BARC throws results like the way the IRS did in the past, he replied, “The point is that any new system will bring about change and that will help some people and may impact some people adversely. As long as the system is transparent enough to be audited, I see no issues.”
To know more, watch the video here…