Advertising gurus form joint council
Advertising gurus form Broadcast Audience Research Council (BARC) to provide accurate, upto date and relevant research relating to television and other audio/video media.
By INDIATIMES NEWS NETWORK |
NEW DELHI: The leading associations of the advertising sector have formed a joint industry body under the nomenclature of Broadcast Audience Research Council (BARC), to oversee and control the TV audience measurement system in India.
The Council, a not-for-profit body registered as a section 25 company with a nominal share capital, has been contributed equally by the Indian Society of Advertisers (ISA), Indian Broadcasting Foundation (IBF) and Advertising Agencies Association of India (AAAI).
"It's only natural that as technology, tastes and economic evolution expand Indian media beyond recognition, that we have an equally broad-based, able and credible measurement system to track the dynamic and heterogeneous audience tastes and patterns of media consumption. We expect BARC to be operative over next few months and thereafter take charge of ensuring that users of TV audience measurement get required, accurate and fairly priced data on audience research," Mr Pradeep Guha, representing the IBF, said.
Mr Guha will be the first Chairman of BARC for two years. The Council will operate from an independent secretariat, located in Mumbai. The CEO will be finalised soon.
"Over the next few weeks BARC will finalise the specifications, process and business model that it will adopt for TV Audience Measurement Research and the nature of financing," he said in a statement.
The BARC will have only three members representing the three interest groups - Advertisers, Media Owners and Advertising Agencies.
The Council, a not-for-profit body registered as a section 25 company with a nominal share capital, has been contributed equally by the Indian Society of Advertisers (ISA), Indian Broadcasting Foundation (IBF) and Advertising Agencies Association of India (AAAI).
"It's only natural that as technology, tastes and economic evolution expand Indian media beyond recognition, that we have an equally broad-based, able and credible measurement system to track the dynamic and heterogeneous audience tastes and patterns of media consumption. We expect BARC to be operative over next few months and thereafter take charge of ensuring that users of TV audience measurement get required, accurate and fairly priced data on audience research," Mr Pradeep Guha, representing the IBF, said.
Mr Guha will be the first Chairman of BARC for two years. The Council will operate from an independent secretariat, located in Mumbai. The CEO will be finalised soon.
"Over the next few weeks BARC will finalise the specifications, process and business model that it will adopt for TV Audience Measurement Research and the nature of financing," he said in a statement.
The BARC will have only three members representing the three interest groups - Advertisers, Media Owners and Advertising Agencies.
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It has long been felt by many in the ad sector that any large scale ongoing media measurement research should be conducted by an ad industry body that is constituted by the coming together of the Associations of respective Media Owners, Advertisers and Advertising Agencies to ensure transparency, funding support and sustainability while keeping the interests of users of study upper most in mind.
It will be recalled that way back in October 1997 the advertising industry had come together to form a Joint Industry Body (JIB) consisting of ISA and AAAI who had after detailed evaluation signed an agreement with AC Nielsen and IMRB jointly and thus was born TAM. The absence of a formal structure for JIB led to it not being in a position to strictly implement what it had set out to do.
The BARC aims to provide accurate, upto date and relevant research relating to television and other audio/video media, including but not restricted to TV ratings, for TV programming and spot ratings without fear or favour in a completely transparent and objective manner and at a reasonable cost to users.
The Council is being set-up after extensive review of best practices from around the world for the conduct and supervision of TV Research and closely referring to the Guidelines on it as recommended by World Federation of Advertisers (WFA) and European Association of Communications Agencies (EACA).
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