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BARC unveils ‘future ready’ TV audience measurement service

To begin with, BARC has released Household data for Cable & Satellite homes and HD separately in urban areas with a population of 1 Lakh+

BestMediaInfo Bureau | Delhi | April 30, 2015

BARC-new-logo

The Indian broadcast industry witnessed a fresh start on April 29, 2015 in terms of television viewership with Broadcast Audience Research Council (BARC) India rolling out its new ratings system starting with data for Week 16 (April 18-April 24). To begin with, BARC has released Household data for Cable & Satellite homes and HD separately in urban areas with a population of 1 Lakh+ across India. According to the highly placed sources in BARC, the data for individuals will be available after four weeks.

The Households data released by BARC is being called ‘Ratings in thousands’, however, Gross Rating Points (GRP) are also available for its subscribers. BARC has already cautioned the users of new ratings system not to compare the data with any existing old data.

The BARC data for 1 lakh+ C&S markets corresponds to a sample size of 10,760 households. 12,000 sample households are being monitored 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 lakh urban markets and rural areas to represent “What India Watches”, in line with the Government of India, January 2014 notification.

With over 300 channels being watermarked for measurement, BARC India relies heavily on the state-of-the-art technology backbone. Technology will also help BARC India to be future ready and increase robustness.

The Council is also offering the BARC India Media Workstation (BMW), a user software that will help usher in a new era of audience interpretation. As part of its training sessions, over 3,000 people across the country have already received training in the AudView, AdView, PlanView and TeleView sections of the BMW.

BARC India launched SpotTrek, a third party certification service, a month earlier, which tracks the commercial spots and movie trailers telecast on TV by next day of telecast through monitoring of over 360 channels.

In order to provide watertight security, 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.

Ratings highlights:

  • Star Plus is leading Hindi GEC channel of the country (HSM)
  • Zee emerges strong in Regional channels like Telugu and Marathi
  • Aaj Tak is the leader in Hindi news (HSM)
  • Times Now leads in English news category (All India)
  • 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
  • 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 & Colors HD across HSM.
  • Discovery is the leader in the infotainment category (All India)
Partho Dasgupta Partho Dasgupta

Speaking on the release of the data, Partho Dasgupta, CEO, BARC India, said, “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.”

Punit Goenka Punit Goenka

Punit Goenka, Chairman, BARC India and MD & CEO, Zee Entertainment Enterprises, added here, “BARC India is committed to build a world class television audience measurement system. 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.”

 1. Hindi GEC – Top 10

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2. Hindi GEC – Top 3 (Prime Time)

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3. Hindi Movies – Top 3

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4. Tamil GEC – Top 3

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5. Telugu GEC – Top 3

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6. Bangla GEC – Top 3

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7. Marathi GEC – Top 3

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8. Sports – Top 3

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9. Kids – Top 3

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10. Infotainment – Top 3

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