Why BARC is splitting Pay and Free channel ratings
Reporting viewership from Pay and Free platforms separately would enable broadcasters to make more informed decisions pertaining to content and distribution
The Broadcast Audience Research Council India has announced that it would start reporting viewership from Free & Pay platforms separately starting week 27 (29th June – 5th July).
The new Pay and Free platform variable will be offered over and above the current urban and rural cuts that are reported by BARC India. It will be made available to all the subscribers for planning and analysis through its proprietary BARC Media Workstation Software. It will also be published on the website for select genres.
A Free connection is one where the household incurs only a small one-time fee for installing the set top box. The major player in this area is DD Free Dish. The household does not pay any monthly subscription fee. Whereas a Pay connection is one where the subscriber invests an initial amount for installation and an on-going monthly subscription fee.
Reporting viewership from Pay and Free platforms separately would enable focussed targeting. Advertisers can plan more effectively by placing insertions on the channels available on these platforms in the respective regions. Broadcasters can also make more informed decisions pertaining to content and distribution.
“There has been a strong demand from the market for separate reporting of viewership from homes with Pay & Free connection. We have taken the market feedback in consideration with the changes that have come about in the ecosystem post the implementation of the Tariff Order. We believe this move is a step in the right direction to empower the industry in understanding the distinct consumption patterns of this segment and plan more effectively” says Partho Dasgupta, CEO, BARC India.
In the Hindi speaking markets, 2 out of 10 homes are Free Homes, accounting for almost 140 million TV viewing individuals. The Pay and Free viewer differs significantly not only in terms of demographics, but also their characteristics, values, lifestyle and psychographics. A study done in these homes by BARC India explicates the personas of these two audience types.
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