The rise of rural TV viewers
Rural India has 17% more TV owning households than urban India
India’s premier television ratings agency, the Broadcast India Research Council, or Barc India, played an important role in broadcasting in 2016. However, its plans for 2017 are bigger. The agency, which launched TV viewership data in 2015, is already on its way to scale up the size of its panels (the households it tracks) to 30,000 from the current 20,000. Barc India chief executive Partho Dasgupta says the intention is to increase the number of panel homes beyond the mandated 30,000 in 2017 itself, provided the move is supported by all stakeholders.