Broadcasters apprehensive about ISEC; IBDF forms task force

As advertisers, media agencies and research bodies gear up to migrate from NCCS to ISEC, the Indian Broadcasting and Digital Foundation (IBDF) formed a task force to study the new socio-economic classification launched by the Market Research Society of India (MRSI) last week after certain concerns from top broadcasters.

While the current NCCS system primarily considers the education level of the primary earner and the presence of specific consumer durables in households, the ISEC system takes a more comprehensive approach. It includes factors such as the occupation of the primary earner and the educational attainment of both the most educated male and female adults in the household.

Introduced in 2011 by the Media Research Users’ Council (MRUC) and the Market Research Society of India (MRSI) to supersede the outdated SEC system from the 1980s, the current NCCS system relies solely on the education level of the primary earner and the presence of specific consumer durables in households.

Sources at the top broadcasters told BestMediaInfo.com that ISEC will largely be adopted by BARC as a replacement for NCCS.

“It doesn't depend on individual broadcasters rather than IBDF guiding BARC just like ISA has accepted it,” said a senior executive at one of the top four broadcasters who did not want to be named.

“It will be a big shift. IBDF has formed a task force to address various concerns from broadcasters' point of view and further adoption of the new system,” the executive said.

However, the executive declined to comment on specific concerns arising from the ISEC.

During the launch event, several advertisers pointed out that they have decided to adopt the new socio-economic classification and broadcasters will also eventually adopt this.

Regarding possible reasons for the resistance to the new system, one of the advertisers told BestMediaInfo.com that the inclusion of the educational attainment of both the most educated male and female adults in the household could perhaps be a deterrent for the general entertainment channels.

“NCCS told us that women across the strata (from NCCS A to E) are hooked to the soap operas on Hindi general entertainment channels. With ISEC, we will be able to compare the viewership pattern of educated women with that of lesser or uneducated ones. However, the resistance to ISEC is currently based on fears considering educated women are moving to OTT for high-quality content. If implemented well, we might know whether the driver or cook in a bungalow is consuming the content or the primary owner. This may be a shot in the arm for broadcasters as well when the results are in their favour,” the senior marketer explained.

BARC chairman Shashi Sinha told BestMediaInfo.com that the alignment of broadcasters is crucial for the ratings body to shift to ISEC.

For the adoption of the new system by BARC India, the ongoing exercise of BI survey is the starting point and it could be implemented within a matter of few months if IBDF moves swiftly.

I&B ministry officials are keeping a close eye on the new socio-economic classification and are confident that it will enhance the audience measurement capabilities.

“ISEC aligns with several women’s empowerment initiatives undertaken by the Narendra Modi government and it would be interesting to find out viewership and buying patterns of the audience on the basis of education of female adults in the household,” an I&B official told BestMediaInfo.com.

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