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IBF sets ball rolling, gets BARC registered for TV research
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Quote:The first major step towards nation-wide audience research was taken today with the Indian Broadcasting Foundation announcing the formal registration of the Broadcast Audience Research Council (BARC) which is expected to begin work within the next few months.

The BARC has been set up as a joint venture between the IBF and the Indian Society of Advertisers on a 60:40 ratio and initial investment of Rs 300 million.

Subsequently, every channel which wants to receive the ratings would have to subscribe to the BARC, the format of which would be decided by an eight-member Technical Committee headed by the ISA and having an equal representation from both the IBF and the ISA.

The registration of the BARC under Section 25 of the Companies Act 1956 was announced at a joint meeting addressed by IBF President Jawahar Goel, ZEEL managing director Punit Goenka, Star India CEO Uday Shankar, Times Television Network managing director Sunil Lulla, Star CJ CEO Paritosh Joshi, and Network18 Group CEO Haresh Chawla.

Noting that BARC will not conduct audience measurement directly and instead will commission independent specialist research vendors, Goenka said that requests for proposal will be invited and he could not deny that Tam, which presently covers 8000 homes, may also be one of the vendors.

itv.com
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