BARC asks IBDF if it wants to knock out entire session of landing pages only for "News genre"

BARC Chairman and IPG Mediabrands India CEO Shashi Sinha said Friday that BARC had recently asked the Indian Broadcasting and Digital Foundation (IBDF) if it wants to knock out the entire session of landing pages only for the News genre.

IBDF is the largest stakeholder in the measurement body.

Speaking at a conference organised by NBDF in New Delhi, Sinha said that the large broadcasters did not agree with the idea of knocking out the entire session of landing pages a few years back.

“They said that this will severely impact the viewership of cricket tournaments like IPL,” he said.

“About 10 days back, the landing page issue came up again in a meeting with IBDF president K Madhavan. I narrated the whole story again and told them that it is for them to decide if the entire landing page session should be knocked out or not. The algorithm for knocking out the entire session makes our life far easier than what we are doing today,” Sinha said.

Adding that IBDF is yet to come back to BARC on this, Sinha said, “We also suggested that if you feel uncomfortable doing this for all genres then do it only for the News genre. If IBDF asks us to knock out the entire session of the News genre, we will do it.”

Sinha also welcomed the idea of petitions signed by the broadcasters to knock out the entire session of the landing pages for the News genre.

“Ultimately, it is up to IBDF to take any call on this. I’ll go back to the IBDF with the petitions,” Sinha said.

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