A year after exiting BARC India, Zee Media is all set to return to the television measurement regime next month.
Highly placed sources at the news network told BestMediaInfo.com that they are in conversation with BARC.
On October 1, 2022, Zee Media listed landing pages, the monopoly of BARC and the 4-week rolling average among the reasons behind its decision to pull out from BARC.
Earlier this month, the Ministry of Information and Broadcasting approved the proposal from the rating agency for sharing respondent-level data (RLD) on a four-week rolling basis with the broadcasters.
However, it is not clear whether the RLD prompted Zee Media to make a comeback to the ratings regime.
Additionally, pressure from large advertisers to have TV ratings may have forced Zee Media to reconsider its decision to stay away from the ratings system.