Thakur
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- 30 Aug 2013
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MUMBAI: The chairman of the Indian Society
of Advertisers (ISA) has expressed confidence
that a new TV ratings system planned for
launch in October will proceed on time.
Hemant Bakshi told [impact] magazine that the
progress made by the Broadcast Audience
Research Council (BARC) during the past 12
months had been "incredible", adding: "I have
not known any industry body to produce such
high quality work in such a short period of
time".
BARC, a three-way alliance between
broadcasters, advertisers and agencies, is
aiming to offer a new TV audience
measurement facility based on 25,000
people meters in 20,000 homes. Currently
ratings supplied by TAM are based on a sample
survey, a system that leading broadcasters
threatened to withdraw from a year ago
because they were unhappy with the basis of
data collection.
TAM also came in for criticism from the new
Minister for Information and Broadcasting,
who recently observed that it had "a
specialised skill in marketing its own product"
and noted that "every channel can say they are
the first (albeit within certain slots)".
While Bakshi did not anticipate any problems
from broadcasters who are already "key
constituents" of BARC, he was cautious about
the move to the new system. "Very often the
failure is not of the measurement system but
inadequate communication and lack of
transparency in the process," he explained, but
he remained optimistic that the transition
could be handled "seamlessly".
On the question of funding – TAM had long
protested about the lack of funds yet the same
organisations were supporting BARC – Bakshi
said the council was sensitive to the issue and
was "looking at scalable technologies that will
not put undue financial pressure on the
industry".
He also felt that the industry in India put too
much emphasis on TV and that there was a
great opportunity to make better use of other
media. "Clearly radio is under-leveraged," he
stated, adding that "both the broadcasters and
advertisers can do a lot more to exploit the
reach and depth of radio".
of Advertisers (ISA) has expressed confidence
that a new TV ratings system planned for
launch in October will proceed on time.
Hemant Bakshi told [impact] magazine that the
progress made by the Broadcast Audience
Research Council (BARC) during the past 12
months had been "incredible", adding: "I have
not known any industry body to produce such
high quality work in such a short period of
time".
BARC, a three-way alliance between
broadcasters, advertisers and agencies, is
aiming to offer a new TV audience
measurement facility based on 25,000
people meters in 20,000 homes. Currently
ratings supplied by TAM are based on a sample
survey, a system that leading broadcasters
threatened to withdraw from a year ago
because they were unhappy with the basis of
data collection.
TAM also came in for criticism from the new
Minister for Information and Broadcasting,
who recently observed that it had "a
specialised skill in marketing its own product"
and noted that "every channel can say they are
the first (albeit within certain slots)".
While Bakshi did not anticipate any problems
from broadcasters who are already "key
constituents" of BARC, he was cautious about
the move to the new system. "Very often the
failure is not of the measurement system but
inadequate communication and lack of
transparency in the process," he explained, but
he remained optimistic that the transition
could be handled "seamlessly".
On the question of funding – TAM had long
protested about the lack of funds yet the same
organisations were supporting BARC – Bakshi
said the council was sensitive to the issue and
was "looking at scalable technologies that will
not put undue financial pressure on the
industry".
He also felt that the industry in India put too
much emphasis on TV and that there was a
great opportunity to make better use of other
media. "Clearly radio is under-leveraged," he
stated, adding that "both the broadcasters and
advertisers can do a lot more to exploit the
reach and depth of radio".
