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IIM Calcutta studies TV viewership in India

Premier management institute study traces the history of Television Viewership Measurement, leading up to the setting up of the Broadcast Audience Research Council India

As part of its continuing efforts to bring real-life learning from best practices of the Indian Industry to the classroom, India’s premier management institute, IIM 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 the Broadcast Audience Research Council (BARC), India.


The case study is based on an in-depth research by IIM Calcutta’s faculty of Professors Prashant Mishra and Chandradeep (CD) Mitra. It included interviews with former BARC India chairman and ZEEL MD & CEO Punit Goenka, BARC India Board Member and GroupM CEO South Asia CVL Srinivas, Lodestar UM CEO Shashi Sinha, Marico MD & CEO Saugata Gupta, FCB Ulka Advertising Former ED & CEO Ambi Parameswaran, BARC India CEO Partho Dasgupta, and BARC India CBO Romil Ramgarhia, among others.

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


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

The case study will delve into the unique structure, financing model, state-of-the-art technologies and the multi-vendor construct of BARC India’s TV viewership measurement system, enabling it to become one of the most sophisticated and reliable TV measurement systems in the world.

“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,” said Prof Mitra.

Prof Mishra added, “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.”

“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,” said Dasgupta.


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