On April 29, Broadcast Audience Research Council India (BARC India, in short) completed two years of officially publishing data to the industry. For Partho Dasgupta, CEO, BARC India and his team, it’s been a busy two years having made rapid strides – going rural, buying out rival TAM and merging its metres thereby leapfrogging its metre base and eliminating competition and working towards an integrated television-cum-digital measurement, a significant change in the Universe, and more.
Excerpts from an interview with Partho Dasgupta:
Two years is a big milestone. If you were to sum up the second year (of data going live, that is), what would it be?
It has been a fantastic year with a lot of learnings. In October 2016, we completed one year of our All India data release, which has allowed us to extract some very interesting viewership trends.
We knew that TV viewing in India responds to various stimuli, internal and external. We now see linkage with seasonality, and this insight helps us answer quite a few queries with regard to actual viewership behaviour in the country.
We are now two years’ old and the learning curve has helped us better understand pain points of the industry. We are delighted about our journey so far and have our plans set for the next two years as well
Two years of BARC India | MxM India
Excerpts from an interview with Partho Dasgupta:
Two years is a big milestone. If you were to sum up the second year (of data going live, that is), what would it be?
It has been a fantastic year with a lot of learnings. In October 2016, we completed one year of our All India data release, which has allowed us to extract some very interesting viewership trends.
We knew that TV viewing in India responds to various stimuli, internal and external. We now see linkage with seasonality, and this insight helps us answer quite a few queries with regard to actual viewership behaviour in the country.
We are now two years’ old and the learning curve has helped us better understand pain points of the industry. We are delighted about our journey so far and have our plans set for the next two years as well
Two years of BARC India | MxM India
