1 Minute View: What must Partho Dasgupta do as BARC CEO

09 May,2013

We took our time congratulating Partho Dasgupta last evening when we heard that he was appointed CEO of Broadcast Audience Research Council (BARC). Should it be congratulations or commiserations, we asked him, in jest of course.


Running BARC can be quite thankless, because there are people out there standing there to take your case with one wrong move. Broadcasters, advertisers, media agencies and the government.


However, there’s a wealth of work that Partho can do and must do, and if he’s able to accomplish even 70 percent, he could be the superstar of the Indian media.


1. The Technical Committee with Shashi Sinha at the helm has been working selflessly. The process towards finalizing the vendor is a long one, but the CEO must ensure that it’s expedited.

2. Also speak to stakeholders and see how the sample size can be increased. Clearly, stakeholders need to pay for the service and if 30 or 50,000 measurement boxes are desired, then someone’s got to take care of the cheque, right?

3. Homegrown set-top box versus imported. Part of the reason why measurement bills are high is that set-top boxes are exceedingly expensive – they are imported and attract duties. How about developing homegrown measurement tools… Peoplemeter-like boxes or whatever devices?

4. Repose faith in the system. There are various questions raised about the efficacy of the measurement system. The CEO will do well to take all stakeholders into confidence and make them understand that what’s being done is transparent, accurate and the best within the circumstances


There is much at stake on the basis of what BARC achieves: for media-owners as well as those earning their daily bread from media. Partho Dasgupta lagey raho, hum tumhaare saath hain!


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