Zee Media Corporation Limited (ZMCL) Wednesday announced its decision to re-register for the television audience measurement system with the Broadcast Audience Research Council (BARC) India.
“This move comes after constructive discussions with BARC, resulting in an agreement to share raw data (respondent-level data) on a timely basis. It reflects ZMCL's steadfast commitment to transparency and a mutually beneficial partnership,” the company said in a statement.
“ZMCL's renewed alliance with BARC reaffirms the media industry's collective commitment to transparent and credible audience measurement. It has consistently advocated for corrective actions and is firmly rooted in its commitment to upholding data accuracy and transparency standards in the media industry,” the statement noted.
Emphasising the significance of this collaboration, Abhay Ojha, CEO of Zee Media Corporation Limited, said, "We, at ZMCL, have always valued the integrity and transparency of data. Our decision to rejoin forces with BARC reflects our firm belief in BARC's commitment towards robust data mechanisms and our anticipation of a productive partnership ahead. We remain committed to delivering trustworthy news and content to our viewers and advertisers."
Zee Media said it perceives this as a pivotal stride toward achieving greater transparency and data-driven decision-making within the media sector.
This development also aligns with the Ministry of Information and Broadcasting's recent approval of BARC's proposal to share respondent-level data (RLD) on a four-week rolling basis with broadcasters.