IIMC to publish BARC India case study

31 Jul,2017

By A Correspondent


As part of its continuing efforts in bringing real-life learnings from best practices from Indian industry into the classroom, premier management institute Indian Institute of Management Calcutta has developed a case study on TV viewership system in India. The case study traces the history of television viewership measurement, leading up to the setting up of Broadcast Audience Research Council (BARC) India.


The case study is based on research done by IIMC faculty team of Professors Prashant Mishra and Chandradeep (CD) Mitra, which included interviews with former BARC India chairman and Zee Entertainment MD & CEO Punit Goenka, BARC India Board Member and GroupM CEO South Asia CVL Srinivas, BARC Technical Committee Chair Lodestar UM CEO Shashi Sinha, Marico MD and CEO Saugata Gupta, FCB Ulka Advertising Former ED & CEO Ambi Parameswaran, BARC India CEO Partho Dasgupta, and BARC India CBO Romil Ramgarhia, among others.Mitra, it may be recalled, spent over two decades in advertising at leadership positions at DDB Mudra, Lowe Lintas and Ogilvy amongst others. In 2009, he moved to Kolkata to run a strategy and brand consultancy firm as well as spend a fair deal of time in academics – chiefly at IIM Calcutta and MICA Ahmedabad.


The case study on BARC India, notes a communique, is aimed at helping participants of various IIM Calcutta academic programmes, as well as students of other institutes, to hone their concepts learnt in marketing, media, organisational strategy and finance courses based on recent real–life developments in the Indian media industry.


As a prelude to launch of the case study, BARC India CEO Partho Dasgupta (who is also an IIMCalumnus), participated in an open house session at the institute to analyse the case study. The discussion was attended by Professors Mishra and Mitra, Visiting Professor of Marketing at IIM Calcutta and the 161 students who have enrolled for the course “Sports, Entertainment & Media Marketing” designed by Mitra.


Said Mitra: “Piloting a case study before its final publication is a format where the protagonist himself meets the students, and the interaction allows the case to be further refined before its final publication. This is an acceptable methodology globally and we are pleased to introduce the same in India.”


Added Mishra: “BARC India’s success in designing and developing the meters is one of the finest examples of the ‘Make in India’ initiative and we’re extremely pleased to introduce a case on the company in our curriculum.”


Said Dasgupta:“I had a great time sharing BARC India’s journey with students of IIM Calcutta. Giving them insights about our genesis, our greatest challenges, how we overcame it and what the future holds for us was exciting.”


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