BARC to measure TV audience ratings
Broadcast Audience Research Council (BARC) is being set up to measure TV audience ratings. BARC was a key recommendation of the Amit Mitra committee on TV audience measurement set up by the I&B ministry.
The equity of BARC will be held by the Indian Broadcasting Foundation (IBF), Indian Society of Advertisers (ISA) and Advertising Agencies Association of India (AAAI) with a 60%, 20% and 20% stake respectively. A 10-member BARC board will soon be announced.
At present, TV audience is measured by a private firm TAM. There has been some dissatisfaction on the small sample size of only about 6,000 set-top boxes to extrapolate data for the entire country and the omission of the terrestrial TV network from TAM data.