A milestone year for media4 min read 31 Dec 2015, 01:01 AM IST
The foremost was the rollout on 29 April of the Broadcast Audience Research Council India, the country's homegrown television audience measurement data
The year 2015 marked several milestones for the media and entertainment industry. The foremost was the rollout on 29 April of the Broadcast Audience Research Council (BARC) India, the country’s homegrown television audience measurement data. The launch was announced by BARC chief executive Partho Dasgupta in a tweet. BARC was planned and executed as an alternative to TAM Media Research Pvt. Ltd, the audience measurement system put in place by information and insights firm Nielsen and Kantar Media, a WPP company. BARC, on the other hand, is a joint industry initiative of broadcasters, advertising agencies and advertisers that have together funded the new study on television viewership.