MxMIndia

Tag: BARC India

  • BARC India is happy to have the support of all its stakeholders – broadcasters, media agencies and advertisers

    BARC receives official registration from MIB

    By A Correspondent

     

    As per a communique received from BARC, the ioint industry body has been granted registration for operating as Television Rating Agency under the Policy Guidelines for Television Rating Agencies in India by the Ministry of Information and Broadcasting. It may be recalled that at the time of the launch of BARC’s release of data, there were some hiccups with the MIB on the issue were sorted out.

     

    Meanwhile, TAM has also issued a statement which reads: “As per the last update received from MIB officials on TAM’s registration under Policy guidelines dated 16th Jan, 2014, they informed us that TAM’s registration is under process”.

     

    The question of course is that why do both these operators need to register themselves to operate in the business of television audience measurement.

     

    Return to the licence raj?!

     

  • BARC ties up with Twitter to enable ease of data access to consumers

    Tweet hashtag #BARCTweet to get TV toplines

    By A Correspondent

     

    BARC India has partnered Twitter to offer weekly television viewership data on the go. This service is available free of charge even to non-subscribers.

     

    If one is looking for some particular data, all you have to do is tweet with the hashtag #BARCTweet followed by your request and you will receive a reply from @BARCIndia with the data.

     

    The aim is to create an aura of transparency and to engage with television viewers, stakeholders, broadcasters, advertisers and media agencies across the industry in India. Speaking about the service, Partho Dasgupta, CEO, BARC India says: “In keeping with our focus on technology, BARC India is geared to connect with all who are keen on knowing more about the television audience measurement service in India and are therefore proud to present a World First with the launch of hashtag #BARCTweet with the Twitter India team.”

     

    This effort by BARC in association with Frrole; a Social Data Intelligence Setup manning the backend software, will also help reach out directly to customers on a digital platform.

     

  • This includes states like Jammu Kashmir, North East and Goa, which were never measured earlier

    BARC to report Individual Ratings Data from next week

    By A Correspondent

     

    It’s been a month now since BARC India launched services with week 16 data from a panel of about 12,000 households from cities and towns with population more than 100,000 all India. This includes states like Jammu Kashmir, North East and Goa, which were never measured earlier.

     

    The Board of Directors of this Joint Industry Body have now decided to take the next step to release Individual Ratings Data starting with Week 21 (Saturday, 23rd May to Friday, 29th May). This will now be released every Thursday from 4th June.

     

    Partho Dasgupta

    Partho Dasgupta, CEO – BARC India said, “Response from broadcasters and advertising agencies has been very good. While all broadcasters were using the household data to their benefit – now with Individual data releasing, media planners, buyers and advertisers can make the most of it too. This is the next launch in our series of phased launches for the world’s largest and most modern audience measurement system.”

     

  • When English movies genre was analysed Week 19 for the target market 6 Mega Cities NCCS AB, it was observed that SD channels contribute 84.5% viewership

    HD viewership of English movies grows to 15.5%: BARC data

    One may say the vast majority of English movie viewers still watch their favourite flicks on standard definition, but the number for high definition (HD) is growing.

     

    According to a careful look at the latest set of weekly data from BARC India (Week 19), it was found that viewers are spending more time on English Movies on the HD platform than they used to – resulting in higher Rat (000s) sum.

     

    English Movies genre when analysed for week 19 for the target market 6 Mega Cities NCCS AB, it is observed that 15.5% of the viewership contribution is coming from English Movies HD channels like Star Movies HD, Sony Pix HD, Zee Studio HD & Movies Now+ while English Movies SD channels contribute 84.5% viewership.

     

    A snapshot of the RAT (000s) sum for the genre:

    English Movies SD : 6,637
    English Movies HD : 1,167
    English Movies Genre : 7,804

    Source: BARC India, 6 Mega Cities AB, Week 19, 2015.

     

    Note: RAT (000s) = Number of target Households in 000s where an ‘Event’ was on, averaged across minutes. Also known as TVT

     

  • The channel has launched new content for its viewers

    Bloomberg TV lines up innovative content for 2015

    By A Correspondent

     

    Bloomberg TV India started the year with comprehensive show line-ups for the Union Budget 2015 which showcased the best-in-class insights, analyses, reports, debates and interviews appealing to a large spectrum of audience. The Pre-Budget programming started early January, by capturing the perspectives of leading Indian corporate leaders from across the sectors, policy experts, farmers, social sector representatives and economists on their expectations from Budget 2015.

     

    With a two-month run-up to Budget 2015, the channel broadcasted innovative large scale programs like Ideas for Transforming India where the country’s top experts discussed ideas for India’s growth while focusing on issues like Infrastructure, Integrated Energy Policy, Connecting India, Housing, Agriculture, etc. While on Invest in India, a first-of-its-kind initiative where Indian policy makers connected with global investors and decision makers to take note of what do global investors want. The Budget 2015 programming comprised of a comprehensive & exhaustive list of market gurus, corporate leaders and policy makers; influencers who move markets and impact business. The channel also implemented the most innovative and viewer friendly interface for the Budget day.

     

    Living by the defining principles~ First, Factual, Fastest, Final and Future; some of the high-impact news which was delivered by the channel in the recent past are questioning the Spice Jet deal opacity, India’s deal of 36 Rafale Jets with France, Decoding the Rolta stock crash, Interview of Mr. Manohar Parikkar as Defence minister, where he spoke about blacklisting arms suppliers & Make in India in defence sector, the cabinet’s decision to give a nod to the land ordinance, Finance Minister’s  announcement of  1% additional  levy in GST for 2 years,  amongst others.

     

    Alok Nair

    Commenting on the exciting line-up for 2015, Alok Nair, Executive Vice President and Business Head, Bloomberg TV India, said, “We have consistently sought to bring content of value to our viewers and this is what has reinforced our position in the business news broadcasting market. Our Union Budget coverage was a reflection of our proficiency and experience. Key influencers not only follow us on social media but value our perspective with the PMO re-tweeting us. Following our signature style, this year we have designed programming with sharper and innovative content. To strengthen our content delivery, we have launched a host of new shows and segments targeted at corporate India and market viewers like Street Smart has new segments – Trading Day and Dealing Room which capture the essential insights and early morning market trends when trading begins; Lunch Money, a mid-day wrap that highlights the big stories from the markets along with Deal Street – a segment thattalks about the world of Venture Capitalists, Private Equity, Funding, Acquisitions and everything in the world of Finance ; Market Movers, gives the sharpest and insightful analysis on the biggest stock the market is talking about; The World of Midcaps, gives a detailed insight on all the mid-cap and small-cap stocks of the day and an advertising and marketing show,From Logo to Impact, the inaugural episode of which featured legends like Shashi Sinha – Chairman, BARC India Technical Committee & CEO, IPG Mediabrands India and Partho Dasgupta – CEO, BARC India talking about BARC and how it is poised to redefine the ratings game.The mood is upbeat and going forward we plan to launch more than 20 new shows this year.”

     

  • Week 16 data from BARC India throws some surprises, including with the Hindi GECs!

    Colors gains much as BARC releases Week 16 data. Life OK ahead of Zee in HGECs

     

    By Our Research Editor

     

    If there was any fear that the new Broadcast Audience Research Council measurement system would be friendlier towards Star and Zee, among the two key backers of the need for a new ratings regime, the release of the data for Week 16 would’ve silenced critics.

     

    For one, Zee is a huge loser at first glance. And the gap between Star Plus and the next Hindi GEC (Colors) has narrowed even as Life OK has become a comfortable #3.

     

    Needless to say, the industry waited with much anticipation for BARC India to roll out its first set of data. For the expectation was to change how content consumption will be monitored and measured in the country. “Today, is indeed a day to celebrate for the shareholder apex bodies – IBF, AAAI and ISA, to launch in 2 years what Countries across the World would have taken at least 5-6 years,” a communiqué said.

     

    Initially, BARC India will be releasing data for 1 lakh+ cable and satellite (C&S) markets which corresponds to a sample size of 10,760 households. BARC India will actually monitor 12,000 sample households for this, using a stratified random sampling technique that is proven statistically. This will go up to 20,000 reporting homes, with addition of the less than 1 lac urban markets and rural areas to represent “What India Watches” in line with the Government of India, Jan 2014 notification.

     

    With over 300 channels being watermarked with this world’s leading technology for measurement. Meanwhile, SpotTrek, launched a month earlier, was started as a third-party certification service from BARC India to track commercial spots and movie trailers telecast on TV by next day of telecast through monitoring of over 360 channels.

     

    NCCS or the new SEC system will now be the new standard, to enable smarter decision making processes with the new socio-economic consumer classification. Both content planners and advertisers will find the new NCCS system to be more objective as it captures the affluence parameters of a household, the communiqué notes.

     

    Security and cigilance is another priority for BARC India. BARC India  uses as many as 28 partners across key processes within the larger framework of meter management, panel management, DQA, IT security, playout monitoring etc. Information integrity is ensured through ‘the right hand not knowing what the left hand is doing’ principle.

     

    Said Partho Dasgupta, CEO, BARC India: “I am thrilled to share the first set of data and highlights. Solving this Puzzle has been an exciting experience and TEAM BARC India is proud to be creating history as the World’s Largest and Future Ready Television Audience Measurement Service. Thanks to IBF, AAAI, ISA and all our partners for coming together and making this happen.”

     

    Added Punit Goenka, Chairman, BARC India and MD & CEO, Zee Entertainment: ” With an aim to bring in utmost transparency within the ecosystem, BARC India will certainly be the best solution to report what the nation is actually watching.”

     

    Other broadcasters were equally effusive about the new regime. Said MK Anand, MD and CEO at Times Network: “We are happy that the new measurement system is finally in place. An extended viewer base will certainly help bring in more consumers into the analysed set and improve our services to them and thus generate more value.”

     

    Advertisers and media agencies are also excited about the new measurement system of BARC, though they caution that it’s still early days for the data. While it is impossible to contain them from making claims, it is advisable to wait for a few weeks, said Shashi Sinha, Chairman of IPG Mediabrands and Chairman of the BARC Technical Committee.

     

    Arnab Goswami, Editorial Director & Editor- In- Chief, Times Now said: “I am delighted with the BARC numbers. At 9 pm, we have 2/3rds of the audience with us, with the other one third shared between the smaller channels. In English news now, there is no No 2.”

     

    Meanwhile, here are highlights of Week 16 data:

    :: Star Plus is leading Hindi GEC channel of the country (HSM). Colors is a not-too-distant #2. Life OK is #3, not Zee.

    :: Colors leads Hindi GECs at primetime, followed by Star Plus and Zee. Yes, you read it right… Life OK is #3 HGEC thanks to non-primetime.

    :: Zee emerges strong in fegional channels like Telugu and Marathi

    :: Aaj Tak is the leader in Hindi news (HSM)
    :: Times Now leads in English news category (All India)

    :: CNBC-TV18 leads in English business

    :: IPL days put Sony Max in strong position
    :: Sun TV is a dominant leader in Tamil Nadu market
    :: ETV Kannada is the market leader in Kannada market
    :: Discovery is the leader in the infotainment category (All India)
    :: Nick is the market leader in kids category (All India)

    :: Zee TV HD has the highest Time Spent in the current week followed by Sony Six HD and Colors HD across HSM.

     

    Now, let’s look at the tables:

  • The pricing philosophy for Broadcasters is a flat cess as a % of net TV advertising billing

    Countdown begins for BARC India regime, as pricing policy is rolled out

    By A Correspondent

     

    The countdown has begun in right earnest for the roll-out of the BARC India audience measurement regime.

     

    After successful road shows, training programmes for media and advertising professionals have been conducted on a weekly basis in Mumbai and Delhi.

     

    Meanwhile, after clearances from the  Board, BARC India sent out missives to various stakeholders on its proposed pricing policy (and philosophy). A BARC communiqué notes:  “BARC India has designed a standard pricing model for its principal stakeholders in keeping with the spirit of transparency and equality. While the industry as a whole will pay out roughly the same amount as it would have been paying, the way it works out to individual entities would be more scientific, objective and different.”

     

    An industry person interpreted this for MxMIndia as the following: “The fees are more or less the same as they are for TAM. However, there are some anomalies that will be fixed. So if some broadcasters are paying far higher or lower than the others, they will now need to pay an amount that’s rational and in tune with BARC’s pricing philosophy.”

     

    The pricing philosophy for broadcasters is a flat cess as a % of net TV advertising billing. This cess % will be constantly reviewed at periodic intervals to account for any change in the base cost due to change in sample size etc.

     

    The philosophy for media agencies is based on the Equaliser model which works on three parameters that distinguish one agency from the other – (1) Billing (Number of clients serviced by the agency), (2) Footprint (Markets being catered for planning & servicing  e.g. All India, HSM, South etc.) and (3) Scale (Number of categories handled by the agency). Weights have been assigned to each factor to arrive at the final pricing which has been designed and vetted by EY (Ernst & Young).

     

    Discounts on early payments, premium subscription packages, customised reports etc have all been laid out for the customers to choose from.

     

    In continuation of its technical prowess, BARC India has designed a secured online pricing widget wherein both broadcasters and agencies fill their respective subscription details basis which proposals are sent out. Details on the pricing policy etc can be got from subscription@barcindia.co.in

     

  • Participants of the training session were awarded certificates. All those in media planning/ buying/ research/ strategy can register for vacant seats if any, at: http://www.barcindia.co.in/Roadshow-registration.html

    Rush for BARC’s testdrive of BMW software

    By A Correspondent

     

    BARC India has reported a houseful of registrations for its training and testdrive programme of its user interface: the BMW or BARC India Media Workstation. (*See Disclosure)

     

    BMW training sessions are being conducted every Monday in Mumbai and every Wednesday in Delhi. With four batches of one hour each and over 120 attendees on Day 1, the BARC team took participants through a step-by-step introduction across the AudView, AdView, PlanView and TeleView sections of the interface.

     

    The feedback received by BARC seemed promising: “Better than the current software, very good learning, excellent software, user friendly, reduced man hours.

     

    Participants of the training session were awarded certificates. All those in media planning/ buying/ research/ strategy can register for vacant seats if any, at: http://www.barcindia.co.in/Roadshow-registration.html

     

    *Disclosure: MxMIndia is among the four or five media entities partnering BARC’s roadshows by way of online support. Our association in no way is 

     

  • Presenting an interesting set of FAQs that BARC has circulated to the fraternity and put up on its website

    Still unsure about BARC’s proposed measurement regime? Try these FAQs

     

    After engaging with a cross-section of the broadcast ecosystem with roadshows in Delhi, Bengaluru, Chennai and Mumbai last month, there were many questions that the BARC India management and technical committee were asked.

     

    While the roadshow presentation is put on the BARC website, the joint industry body also circulated an interesting set of FAQs to its mailing list as well as put up on the website (http://www.barcindia.co.in/roadshow.html).

     

    Here are the FAQs, which we republish with permission in the interest of broadcast stakeholders who may have missed BARC’s communication.

     

    How is BARC INDIA better?

    The key differences are: a) much bigger sample size, b) better representation of urban-rural divide, c) measuring catch-up TV along with linear TV d) accurate identification of channels even in simulcast situations e) adoption of the watermarking technology which has capabilities to capture multi-platform viewership and f) usage of NCCS

     

    How have you ensured robust sampling?

    We are going much wider and deeper (i.e. going rural, covering more towns and also going deeper in the existing towns).

     

    What % of TV homes is covered with BARC INDIA?

    We will capture viewing behavior of all TV owning HH’s through robust sampling and report “What India Watches”.

     

    What is the meter distribution between urban and rural?

    In the first batch approximately 70% of our meters will be in urban and ~30% will be in rural.

     

    What happens to the viewership of the channels which are not watermarked?

    They will not be reported.

     

    Do you see a scenario of two data providers? 

    We can speak for ourselves – we are gearing to be THE currency for television audience measurement.

     

    What do you mean by being future ready?

    In more ways than one.

    – All of our partners / vendors are the best in their class making each cog in the measurement wheel totally solid.
    – Viewership measurement technology – watermarking is capable of measuring viewership across screens. Going forward when digital viewership of television content aggressively competes with television viewership this becomes extremely relevant.
    – Same goes with time shift viewing which we are geared to report from day one.

     

    How many towns will be covered?

    As mentioned above, the sample will be both deeper & wider.

     

    A humungous exercise like this, has to have checks & balances as to who knows what. We will almost triple the coverage of towns compared to existing system.

     

    TAM currently measures 27crores individuals. What will be the corresponding number in BARC INDIA?

    BARC India mandate is to measure ‘What India Watches’. We would be going; both wider and deeper. BARC India will represent entire TV Universe footprint in the Country.

     

    What will be the frequency of data availability?

    We are fully equipped to report data at the frequency that the market wants to. The frequency for reporting is likely to be weekly. However for certain data types (depending on viewership numbers), we might aggregate the same either by period or time-band or geography. Announcement to that effect will be made after we have validated the data.

     

    NCCS: How is a particular durable even relevant today to be included in the list of durables to determine household affordability?

    It is administered by MRSI and a review will be done periodically to keep it relevant.

     

    What is the likely pricing going to be? 

    The idea is make affordable data available to the last mile. We are working on an ingenuous pricing model to capture the principles of BARC India of inclusivity, equality and transparency. After necessary iterations and approvals it will be revealed closer to launch.

     

    How many channels will be monitored by BARC INDIA? 

    All the channels that have watermarking will be monitored. Number of channels getting watermarked are increasing as we speak. All the major channels are being watermarked.

     

    What if watermark is switched off by the broadcaster?

    – We are not worried about that.
    – Firstly, it’s not in the interest of the broadcaster to deliberately switch off watermarking. But like any technology, such eventualities could happen due to various reasons. To arrest these instances stringent processes with escalation matrix across watermark monitoring agency, broadcaster & BARC India are in place. They will highlight even if a small bit of content is not watermarked.
    – Secondly, if the watermark is off the media agencies and advertisers will most likely stop buying the channel thereby forcing the broadcaster to correct the same.

     

    Would reporting be available at DTH vs digital vs analog cable?

    All decisions on reporting will be taken only after reviewing live data.

     

    Would data be available at TV vs other devices?

    While currently our focus is to report accurate data for the television viewership, BARC India has the technical capability to capture data across screens and therefore we will certainly do so going forward.

     

    Now that establishment study uses data from IRS 2013, is there a possibility of cross-media reporting?

    Establishment study uses data from multiple sources like IRS, NCAER, TRAI & Census. Our immediate focus at BARC India is to report television viewership.

     

    Will there be a time gap between the release of viewership data and adex data?

    BARC India is aiming at releasing both simultaneously.

     

    Will adex nomenclature match with TAM/ MAP?

    BARC INDIA nomenclature would be different and will be more advantageous for advertisers.

     

    Would the panel take into consideration MSO on ground strength?

    Panel would be a reflection of what people watch; no MSO biases would be considered for sampling.

     

    Would there be an overlap between TAM and BARC INDIA data?

    In any country there is only one currency which operates for trading TV advertising inventory. TAM being a proprietary set-up, may continue to report data; however industry bodies would eventually be moving to single currency.

     

    What is the plan on vigilance?

    A senior police official is being appointed by BARC INDIA for heading vigilance. Given the current data collection format and use of technology, tampering of data is highly unlikely.

     

    Would multi TV households be reported separately?

    Very few households currently have multiple televisions and we would not report this number separately though we will measure multiple TVs, wherever it is, in sample households.

     

    Would cable channels start getting captured?

    Watermarking technology supports this. If any MSO wants their channel to be measured, they should invest in the embedding technology.

     

    Since reporting is done at Urban and Urban+ Rural level, isn’t it possible to work back and arrive at Rural only figures?

    BARC India will not support or endorse this as the figures are statistically invalid, that’s precisely the reason why rural won’t be reported separately as a gold standard by BARC India. Once the sample increases from 20k to 50K we will have the capability to report rural also separately.

     

    Will Group M also subscribe to BARC India television viewership data? 

    Group M is a part of AAAI, who is one of our shareholders. Group M is also financially committed to BARC India.

     

  • MxMIndia columnists and industry experts Shailesh Kapoor & Sanjeev Kotnala were at the BARC roadshow in Mumbai on Thursday. Presenting their views

    BARC-ing up the right tree!

     

    MxMIndia columnists and industry experts Shailesh Kapoor and Sanjeev Kotnala were at the BARC roadshow in Mumbai on Thursday (*See Disclosure). Presenting their views

     

     

    BARC-ing up the right tree!

     

    By Shailesh Kapoor

    This week, BARC (Broadcast Audience Research Council) conducted roadshows across four cities, sharing important details of the new audience measurement system, to be implemented soon. While we did not get a specific date when the first ratings will be rolled out, there was a lot of new information shared in the roadshow, especially on the universe and the sample design.

     

    The details of what was shared should shortly be available in the media, including the BARC website. Hence, I can stay away from writing about them. It is suffice to say that there are sea changes, not incremental ones, over the current measurement system, not just in terms of the panel size and the market coverage (inclusion of rural being the mega addition), but in terms of the sheer approach to how the new system has being envisaged, both in terms of technology and data credibility.

     

    But what impressed me even more was the candor and warmth with which the roadshows were conducted. In the Mumbai roadshow that I attended, BARC CEO Partho Dasgupta and Technical Committee head Shashi Sinha made the main presentation. They were later joined by technical committee member Paritosh Joshi, and together, the three answer more than 20 questions from a packed audience.

     

    Throughout the presentation and the question-answer session, there was an air of approachability on display. Even for questions for which BARC did not want to share too much information, they could say so with reasons upfront, than give an uptight, no-comments type of response.

     

    Importantly, one could sense great chemistry between the team members. With constant pressure on timelines and an all-eyes-are-on-us awareness, one won’t blame if the BARC team were to be tense and on the knife’s edge. Instead, they were unbelievably relaxed (in a very good way, lest I should be misunderstood) and there was smart sprinkling of humor through the session too.

     

    Clearly, we are looking at a more inclusive audience measurement company; one that’s open to new ideas and suggestions, from all constituents of the industry. That has been one of the known problems with the incumbent, where the approach has been more on the lines of: This is what our product is, and you have little choice but to take it. I suspect, we are going to see a huge attitudinal shift in the year to come.

     

    No specific dates were committed, as I mentioned before. There has been some media talk about the delays. To me, this is largely a non-issue. The roadshow gave a clear sense of progress. If the first ratings don’t roll out in early 2015, they surely will by mid 2015. If we have stayed with the current system for more than 15 years, in various forms, we can surely wait a few more months, can’t we?

     

     

    Shailesh Kapoor, founder and CEO of media insights firm Ormax Media. He spent nine years in the television industry before turning entrepreneur. The views expressed here are his own. He can be reached at his Twitter handle @shaileshkapoor.

     

    		  

    Pregnant BARC. Delivery date unknown

     

    By Sanjeev Kotnala

    Yesterday, the weather in Mumbai was cloudy with some areas reporting scattered rains. Inside the Nehru auditorium BARC’s promising session remained uneventful. The mystery hardly got resolved. What one heard were futuristic promises. With the IRS episode fresh in mind and BARC many months away from data release, this status update seemed more aimed at leaving no square vacant for a later date checkmate.

    The update by the BARC team was like an election manifesto; full of good intent.  Hopefully technology will ensure smooth and quality execution. The BARC team wants to start basic reporting before tackling never ending value enhancement demands from industry.

    The presenters understandably  were unwilling to share much information. Most good question returned unanswered. Presenters cited BARC Board directive as something that held them back! No harm in being cautious  and not to over-promise and under-deliver.

    BARC is  definitely on the right track, promising what industry needs; a robust data with minimal error percentage.  That this is the need is no rocket science. But the most important question – when and how – remained unanswered.

    The team at BARC must be applauded getting the best technology for Indian situation. They are sensitive to the industry need and well aware of possible mal-practices. Their roadshow itself was inspiring confidence on BARC’s future delivery.

    A lot rides on the data BARC will project and its natural for anxiety to build up as a new technology (watermark) and new NCCS reference points will be used.  So here is the gist.

    BARC TV viewership draws on Watermark technology embedding  signals during transmission at the broadcaster end. This is picked by the recorder/ meter/ devise when people watch TV. The signal through integrated SIM card in the device sends back information to Data analytics team. This is cross-matched with the logs maintained at two centres (Mumbai-Bengaluru). Net data is projected basis 20,000 HH (expected to go up to 50,000 in 3 years). Reporting uses IRS, Census data references to finally report  TV Viewership on NCCS Grid, mainly in U and U+R basis.

    BARC data will be primed to report ‘What India is watching’ and will cover almost all states. Data devices placement reflect 153 MN TV sets geographical dispersion on state level. It will give report basis ‘telecast + 7day’ accounting for repeat / delayed viewing too. But rural standalone will not be reported.

    The BARC team seems to be moving with the demand imposed by current technology.  A lot of promises are being made: Robustness of reported data. Reduced margin of error. Holding back non-stabilized data. Adhering to government guidelines. Transparency and external audit. Reporting on multi screen basis. Attempt to map viewership on digital devices, TV Viewership on same day basis. 25% annual churn in panel. Internally and across business associates information shared on need-to-know basis. Strong filters to prevent infiltration. Etc. etc.

    The openness of the BARC team for suggestions sends out positive signals. Add to it BARC’s confidence in creating rules to prevent stakeholders disputing unfavorable results. Just a reminder on this one: the IRS had such conditions as part of their member agreement but we all know the situation. Surely only Time has the answer on this one.

    Meanwhile Industry waits for BARC to deliver the final bite.

     

    Sanjeev Kotnala is Head Catalyst at P1P2SOLUTIONS and can be reached at netkot@yahoo.com. The views expressed here are his own.

     

     * MxMIndia had partnered BARC to announce the roadshows

     

  • The BARC India team has taken inspiration from a Rubik's Cube to solve the puzzle uniquely, vibrantly and transparently

    BARC India spruces up logo, brand identity

    BARC India, as part its build-up strategy has unveiled a new logo and brand visual identity.

     

    Trying to deal with a puzzle that has been vexing the industry for decades, the BARC India team has taken inspiration from a Rubik’s Cube to solve the puzzle uniquely, vibrantly and transparently.

     

    The new logo and brand visual identity, inspired from the Rubik’s Cube for solving the structural problem of moving the parts independently without the entire mechanism falling apart, now looks like an intelligent puzzle waiting to be solved.

     

    Engaging every customer with robust, intelligent, solid, comprehensive, accurate, reliable, transparent and accountable processes and possibilities, BARC India’s new brand identity packs an added punch of fun and challenge to all its users, associates and partners in India and across the globe.

     

    Partho Dasgupta

    Partho Dasgupta, CEO of BARC India stated, “It’s the process of solving the puzzle which adds to the excitement and challenge of finally getting it right. Which is exactly what we want our new brand identity to reflect. The idea is to enjoy every milestone in creating history while in the process of designing, commissioning, supervising and owning India’s Broadcast Audience Measurement System, which unarguably will be globally the largest and most modern system.”