'TV measurement system BARC a story of more brickbats than bouquets'

MUMBAI: Next month, it will be one year since BARC India had first rolled out the TV measurement system. And even as it is being appreciated internationally for launching world’s largest measurement system with over 22,000 panel homes, it has been the story of more brickbats than bouquets, Shashi Sinha CEO of IPG Mediabrands and chairman of the technical committee of BARC said today.

Sinha was speaking at a panel during the three-day media & entertainment industry conclave, FICCI Frames, here in Mumbai.

Incidentally, yesterday, on the same stage, Ravi Shankar Prasad, the Communications and IT Minister had made a statement that he is not impressed by the new TV measurement system (read BARC).

Sinha said that the problem in India is twofold - that is of technology as well as mind-set. He said that from technology standpoint, BARC is at a good place, but mind-set wise, it will take some time for the industry.

The session also saw Partho Dasgupta, CEO, BARC, Raj Nayak, CEO of Colors, and Hitesh Chawla, CEO of cross-device mapping platform Silverpush.

Dasgupta announced that BARC will soon unveil the largest universe study, Broadcast India, for which it had contracted Nielsen India. It will be based on the survey of 300,000 homes.

BARC, Dasgupta said, is gearing up for digital measurement system. “Today is the last day for the submission of the RFPs for digital measurement. Earlier we moved towards impressions in TV ratings as well. We have already cracked the technology.”

Nayak, meanwhile urged BARC to give separate ratings data for pay and free-to-air channels, Dasgupta said that BARC will give the idea a serious consideration.