We have been doing a good job: Sunil Lulla, BARC CEO
During a video conference on the launch of the sixth edition of the BARC- Nielsen report, the BARC India CEO said some of TRAI’s recommendations do not fit into a rating system’s area of functioning
“We are doing a good job. We’ve got that proof not only from the people in the media but from many other sources, including the government,” said BARC India CEO Sunil Lulla, while addressing the media on a video conference during the launch of the sixth edition of the report on ‘Crisis Consumption on TV and Smartphones’ jointly released by BARC India and Nielsen Media.
While commenting on the Telecom Regulatory Authority of India (TRAI) recommendations to review the television audience measurement body, Lulla further said, “TRAI had put out a consultation in 2018 and BARC was a party to that. We had made our submission but TRAI did not carry this out in the manner in which we did. So we’ve always believed that what we do is statistically relevant, scientific and based on technological robustness. We work really well with the three constituents of advertisers, agencies and broadcasters. We are a business body and nowhere in the world is a business body as integrated as it is here. It’s not influenced by any government. We operate it fairly independently and that is what we do.”
According to Lulla, some of the comments made by TRAI do not fit into a rating system’s area of functioning.
“We will have more private conversations with the government on this subject. We believe that the rating system will continue to do what it is doing,” he asserted.
On April 28, TRAI issued a set of recommendations to review BARC India with regards to the structure, governance, operations, transparency and accountability of the audience measurement body. The recommendations spoke of BARC increasing the sample size from the existing 44,000 to 60,000 by the end of 2020, and 1,00,000 by the end of 2022 using the existing technology. TRAI has also recommended restructuring BARC’s board.
These recent suggestions have led to a number of queries among the broadcast industry players. For instance, why is TRAI taking interest in the functioning of the TV audience measurement body and its governance? Also, who is going to fund the expenses for increasing the sample size to 100,000 as that requires a huge investment?
BARC India has said that it is in the process of reviewing the recommendations with its Board and stakeholders. “BARC truly represents all facets of the industry comprising advertisers, agencies and broadcasters regardless of the size, as the Currency of What India Watches,” a BARC India spokesperson had said.
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