New Delhi: Indian Broadcasting Foundation, the representative body of the general entertainment channels, taken upon itself to revive BARC or Broadcast Audience Research Council, which was first discussed in 2007 to develop an industry-led television audience measurement system.
Speaking at a press briefing organized by CII, IBF president Jawahar Goel said that broadcasting industry is ready with the Articles of Memorandum for BARC that will be registered soon.
BARC will be a not-for-profit body which was being looked into by a committee of the IBF in 2008 but not much headway was made,said Goel. The effort to set up the independent, industry-led peoplemeter system slowed down after Pradeep Guha, who was spearheading the project, resigned from the post of chief executive of Zee Entertainment Enterprises Ltd two years ago.
The press briefing was held at the end of a daylong, closed-door roundtable discussion where representatives from the television industry and officials of the information and broadcasting ministry including the minister Ambika Soni were present.
“The framework for audience research has already been completed and BARC is looking at parameters such television penetration, the sample size required for audience measurement and finally the program ratings”, said Puneet Goenka, CEO, Entertainment Enterprises.
Since BARC cannot conduct the research itself, it will lay down the norms and then ask for tenders from research agencies. “Either agencies like aMap and TAM can work with us or they can continue their own rating system”, added Uday Shankar, CEO, Star India Pvt Ltd.
The IBF also decided to set up a redressal system for content related complaints against the GECs on the lines of news channels. Announcing the decision, IBF’s Goel said that the general entertainment channels were setting up its own robust mechanism to deal with content related consumer complaints.