Inclusivity, vigilance, integration & more: 5 things broadcasters want from new BARC CEO

TV industry also wants Sunil Lulla to strengthen measurement on broadcast in the wake of NTO and ensure unlocking of the true potential of viewership data

by Tasmayee Laha Roy
Published - Oct 23, 2019 9:01 AM Updated: Oct 23, 2019 11:51 AM

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Broadcasters have welcomed Sunil Lulla as the new CEO of BARC and expressed hope that he will address all their concerns. Lulla, who has over 35 years of media and marketing experience, already has the industry expecting him to take up matters that may not have found too much prominence in the past.

The top five areas that the industry wants Lulla to look into are equal representation of small and medium broadcasters in important decisions taken by the body, strengthening of measurement on broadcast in the wake of new tariff order (NTO), ensuring there is no foul play in reporting viewership numbers, integrating new distribution platforms, and unlocking of the true potential of viewership data.

“We welcome Sunil as the new CEO. But irrespective of who takes the seat, we continue to demand BARC to be vigilant and diligent in ensuring there is no foul play in reporting numbers and the highest standards are maintained while doing so. After all, these numbers mean everything to the channels and the broadcasters,” said M K Anand, MD & CEO, Times Network.  

All praises for the new BARC head, Avinash Pandey, CEO of ABP News Network, is clear about what the industry wants from Lulla.

“Sunil is an accomplished professional and the industry is looking forward to his tenure in BARC. The news industry expects BARC to take measures that truly reflects the potential of the industry in terms of the social and political impact. Overall, for the TV industry, BARC should reflect, in its true sense, how TV has contributed to the growth of consumption in production services,” opined Pandey.

According to Vikas Khanchandani, Group CEO of Republic Media Network, Lulla would have a very imperative role to play in strengthening the measurement on broadcast in the wake of the new tariff order (NTO).

“We wish Sunil all the very best for his new journey at BARC. He has been a part of the board in the past and understands the ecosystem. He has a critical task of strengthening the measurement on broadcast in the wake of NTO and integrate RPD sources to strengthen and improve the representative sample. He also has the opportunity of integrating new distribution platforms as live TV consumption of news online has grown many folds with growth in devices and data consumption,” he said.

Manav Dhanda, Group CEO, SAB Group, on the other hands is looking forward to Lulla ensuing that the body is more inclusive when it comes to medium and small broadcasters. 

“Partho (Partho Dasgupta) has done an excellent job during his tenure in BARC and we, as an industry, are sure Sunil will take forward his legacy. Sunil is an industry veteran and is a detail-oriented professional who understands the need of the hour. We look forward to him serving as the new head of BARC and hope that he makes sure there is equal voice for all stakeholders, including small and medium players. We hope that in any matter of importance, the voice of small and medium players is also taken in to consideration,” said Dhanda.

(With inputs from Moumita  Bhattacharjee)

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