Comment: TRAI barks at BARC, incorrectly

25 Feb,2019

By Your Editor

 

So telecom-and-broadcast regulator has pulled up measurement body BARC India (short for Broadcast Audience Research Council) for non-publication of ratings and viewership data. Which we believe is incorrect because BARC has only not been publishing the data on the website. All subscribers – broadcasters, adverisers and ad agencies – are still getting the data, though part-owner Indian Society of Advertisers has advised its members not to use the data for making decision on buying advertising. The IBF, representing the interests of its members, has been troubled that the transition has hampered the viewership numbers of a large number of channels.

 

According to a report released on wire agency PTI, the TRAI has asked BARC to comply or face action. This is grossly unfair, a BARC subscriber told MxMIndia requesting for anonymity, adding that the TRAI has not been able to administer an effective transition to the new tariff regime and a large number of subscribers still don’t get all channels. “The delay of the last date to March 31 has only extended our miseries,” the subscriber averred.

 

The PTI report can be accessed here: https://www.dailypioneer.com/2019/business/trai-directs-barc-india-to-publish-rating.html

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