Radio industry pushes forward with new metric system
According to sources, a technical committee, along with Media Research Users Council (MRUC), has received proposals from at least five agencies with more expected in the coming weeks
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The Indian private FM industry is moving ahead with its plans to set up a new measurement system that will be more extensive, in terms of the cities it covers and, hence, more trustworthy.
As radio expands in India beyond the major metros, many radio executives have expressed that the existing system which is BARC, is insufficient.
The technical committee formed to look into the new project has been working with the Media Research Users Council (MRUC) to identify the agency which will set up the new system. According to a person familiar with the situation, MRUC has currently received proposals from at least 5 agencies, including the likes of Magic9, Chrome Data Analytics, Cadence and Kantar IMRB with more expected in coming days. Only one agency will be selected to carry out the project.
As reported by us earlier, the technical committee consists of six of the top radio broadcasters in the country along with two representatives from the client side and two from the media agency side.
Another reliable source has informed us that a decision regarding the agency could take place in the next couple of weeks. AIR, which is currently embroiled in a tug of war with private FM radio stations regarding the right to air news on private stations, is also expected to be a part of the process.
Though there seems to be no immediate plan to stop RAM, it will likely be replaced by the new system in the future.
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