The Broadcast Audience Research Council or BARC has set forth its offerings in a competent way. Within a week of initiating services and releasing maiden TV viewership data, BARC has come on top in the ongoing trends in Media and Entertainment industry.
The first week of data has imported a lot of startling changes in the industry, which once looked out of the question. Switching from TAM to BARC has come like a ray of hope in the entertainment industry, but the reality is far from it.
BARC has released data, yet broadcasters don’t look 100% unperturbed from it. According to them, it will take a month or two to start getting true data from BARC. The problems have just begun for BARC as the Ministry of Information and Broadcasting has summoned the agency to stop releasing any viewership data before executing registration with MIB.
As per the guidelines, all the agencies have to register themselves with MIB before releasing any data. However, BARC has not yet finished its registration. Reports claim that the officials of BARC have decided to speak to MIB concerning the same matter. Partho Dasgupta, CEO, BARC has told PTI that he hasn’t received any intimation from MIB so far but looks forward to resolving all the issues as soon as possible.
BARC applied for registration in November 2014; however, the application hasn’t been approved yet.
Bhupendra holds a Post Graduate degree from Christ University. He is an investment banker & trader by profession and a writer by heart.