BARC to release viewership data only to its subscribers for now
Decision comes two days after TRAI extended the deadline for consumers to choose pack of channels to March 31
Published - 14-February-2019
In view of the implementation of the New Tariff order of Telecom Regulatory Authority of India (TRAI), the Broadcast Audience Research Council (BARC) has announced that its viewership data will for now be released only to its subscribers.
“In light of the implementation of TRAI’s new tariff order and on- ground changes, BARC India’s viewership data will be released only to its subscribers until further notice,” read a notice put up on the BARC website.
The move comes days after the Indian Society of Advertisers (ISA) Executive Council issue an advisory saying that the viewership data from BARC India during the transition period should not be used for media planning, evaluation and buying perspectives.
The new tariff regulation by TRAI has left consumers and advertisers confused. TRAI recently extended the deadline for consumers to choose pack of channels to March 31. Earlier, TRAI had fixed December 29, 2018 as the deadline for the implementation, which was extended to January 31, 2019 to ensure a smooth transition.