BARC Comes Up With Counter Arguments Against Trai Consultation Paper on Audience Measurement Ratings

The Broadcasters Audience Research Council (BARC) of India has come up with its counter-arguments on the consultation paper ‘Review of Television Audience Measurement and Ratings in India’ by the Telecom Regulatory Authority of India (Trai) which was presented by the many stakeholders. The BARC has noted that in the entire consultation paper, some of the submissions made by the authority are identical and have motivation against the interest and functioning of the audience research council.

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BARC Says Council Manipulation is a Legacy Issue in this Industry

On the issue of adequate panel size, the counter comments by BARC said the panel expansion is solely dependent on the industry bearing the additional costs in acquiring the same. BARC also said that exploration of Sample Return Path Data (SRPD) technology which would collect data, will involve all relevant stakeholders who would have to update the software in their Set Top Boxes (STBs) and while doing that ensure privacy in homes.

As per BARC, panel manipulation is a legacy issue of audience measurement industry for the past 10-15 years, and it added that the solution lies in the way of bringing in separate penal provisions and related legislation by the Government. The council also said that the efficiency, integrity, and privacy of the audience measurement data could be preserved through the current metering methodology and SRPD solutions. “However, BARC India constantly explores the possibility of new technologies and tools to further strengthen its systems and processes,” it stated.