BARC eyes 50K panel in 1.5 years

28 Oct,2013

By A Correspondent

 

Broadcast audience measurement research body BARC (short for Broadcast Audience Research Council) is eyeing an initial panel (households with set-top box installation) of 20,000 and 50,000 within a year-and-a-half thereafter.

 

According to reliable sources, BARC is said to have zeroed in what is perceived as cutting edge technology in television audience measurement. The technology is said to be pilfer-proof, future-ready and economical.

 

While the Establishment Study is expected to be complete by next month, the decision on the vendor will now be taken on the basis of the technology selected. BARC is said to have firmed up on three – international as well as Indian – players and the tests are due to begin soon.

 

BARC is expected to award the contract by the end of this quarter or by January 2014. According to a source, the technology solution adopted is expected to be much cheaper and advanced than what is currently available. “What’s important is that BARC should have enough time to undertake tests,” said one CEO who did not wish to named.

 

When asked whether the cross-holding rule will impact the selection of the incumbent TAM or its jv partner Kantar Media which is owned by ad conglomerate WPP, a BARC member who MxMIndia spoke with, said the TRAI recommendations have not been notified by the government yet so Kantar solely or as TAM can participate. However, it is believed that the government will toe the TRAI line and insist on no crossholding.

 

On the size of the panel, the TRAI guideline says that while a minimum panel size of 20,000 must be implemented within six months of the guidelines coming into force, the panel size needs to be increased by 10,000 every year thereafter until it reaches the figure of 50,000. Also, the panel of homes has to remain representative of all television households in the country.

 

BARC is a joint industry body comprising broadcasters, advertising and advertising agencies. The deliberations and final decisions on the selection of vendors is to be taken by the Technical Commiitee head Shashi Sinha. Puneet Goenka is chairman of the body and Partho Dasgupta is its CEO.

 

See also:

Earlier report: BARC close to final decision on measurement vendor

 

TRAI recommendations on guidelines for TV rating agencies

 

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