Step 1 towards new TV measurement as BARC issues global RFI

18 Jan,2013

By A Correspondent


The Broadcast Audience Research Council, India (BARC) has issued a global Request for Information (RFI) to seek understanding of the state-of-the art in the area of Television Audience Measurement Research in particular and Audience Measurement Research in more general terms.


Punit Goenka, Chairman-BARC and MD & CEO, ZEE said in a communique, “BARC is committed to building a Television Audience Measurement System that becomes ipso facto the Gold Standard in its class worldwide. Given that BARC addresses a population of over 1 Billion, of which over 0.6 Billion have access to television in some form, I am confident that BARC will settle for nothing less than being the best.”


Said Shashi Sinha, Chairman-TechComm, BARC and CEO-IPG Mediabrands India & CEO-Lodestar UM, “At various times, more than one vendor has attempted to provide audience measurement but from 2002, TAM Media Research, India- a joint venture of Nielsen and Kantar, has been the de facto provider of the measurement currency, being widely used by all three stakeholder constituencies for all commercial and marketing decision making. It is clear that legacy architecture of the system, that has evolved incrementally, is now ready for seminal change. However, what is not clear is the contours of the new system, which BARC aims to define.”


The last date for receiving responses to the RFI is February 5, 2013


The TechComm team comprising Shashi Sinha (Chairman and representing the Advertising Agencies Association of India), Paritosh Joshi, Member-TechComm, BARC and Principal, Provocateur Advisory (representing Indian Broadcasting Foundation) and Smita Bhosale, Member-TechComm, BARC and Head, CMI-Brand Building-South Asia, Hindustan Unilever Ltd. (representing Indian Society of Advertisers) are to evaluate the responses. Respondents will receive the Request for Proposal (RFP) that will follow after the BARC concludes its study of the inputs received. It may be noted that non-response to this RFI will preclude further participation in the process that will lead up to the New Television Audience Measurement System.


For Detailed BARC announcement and RFI guidelines, write to with BARC RFI request in the subject line.


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